The Healthy Eater’s Idea and Related Behavior of a Healthy Diet—A Case Study with Kombucha Drinkers

Consumers’ demand for ‘healthy’ food is growing at a fast pace. Beverages are one of the fastest-growing segments in healthy market. Kombucha product with rapid market growth and considered ‘healthy beverage’. drinkers (n = 296) contiguous United States (U.S.) were targeted to investigate differences various consumer regarding eater’s behavior, namely—(1) diet stage-of-change attitudes, (2) eating criteria, (3) label information usage. An online survey questionnaire was used as data collection tool. The analyzed via chi-square tests multiple correspondence analysis (MCA). majority kombucha consumers health-conscious fitted into their view diet. female, older, western U.S. residents, higher-educated more likely take action maintain healthier Healthy eaters’ idea very similar that general population. focused mainly on sugar/calories natural/organic ingredients. Additional investigations expand understanding behavior actual samples needed future.