The importance of taste and other product factors to consumer interest in nutraceutical products: Civilian and military comparisons

A conjoint analytic study was conducted with military and civilian consumers to assess the importance of taste and other product characteristics to the intended use of nutraceutical products. Taste was found to be the most important factor for both consumer groups, followed by the benefit to be achieved, the source of the benefit claim, required dosage, mode of consumption, and product type (natural compared with synthetic). Interest among the military was greatest for products that increased muscle mass, whereas interest among civilians was greatest for products that improved thinking. For both groups, required frequency of consumption greater, than 3 times a day had a negative influence on probable use, whereas consumption in a capsule form was viewed most desirable.