Consumer's preferences and willingness to pay for immune enhanced dairy products in Canada

This study examined consumer preferences for, willingness to pay for, and the most preferred mode of delivery for immune enhanced dairy products across Canada. Two sets of choice experiments were designed to evaluate preferences for functional foods and nutraceuticals as the modes of delivery for immune enhanced dairy products. Data (N = 1001) was collected through an online stated preference survey and analyzed using conditional logit model. Results revealed that there is a general consumer interest in immune enhanced dairy products, and consumers place a premium on them. Also, the presence of children below the age of fifteen in a household was a major factor that increased consumer receptivity towards the products. Further results revealed that individuals who usually consume functional foods are less likely to be interested in nutraceuticals, and vice versa, implying that the preferred mode of delivery depended on consumer preferences for either functional foods or nutraceuticals.