Potential Consumer Profiles and Market Demand Projections of Gluten and Lactose-Free Cookies
DOI:
https://doi.org/10.25047/tefa.v3i1.6755Keywords:
gluten and lactose free, cookies, consumer behavior, market potential, food preferenceAbstract
Gluten, the primary protein in wheat and its derivatives, and lactose, the natural sugar in milk and dairy products, may trigger adverse health effects such as bloating, diarrhea, and metabolic disturbances in sensitive individuals. Gluten-free dietary interventions have also been reported as supportive therapy for certain health conditions, including autism. This study aimed to analyze consumer profiles, identify key preferences, and assess the potential local market demand for gluten- and lactose-free (GFLF) cookies. A descriptive observational study applying descriptive market analysis rather than predictive modeling was conducted among the general population in Jember, Indonesia. Using accidental sampling, data were collected from 120 respondents between July and August 2025 through an online questionnaire (Google Forms). The instrument assessed demographic characteristics, consumer awareness, product preferences, and purchase intentions. Data were analyzed descriptively using frequency distribution tables. The majority of respondents were young adults with income levels below the regional minimum wage. Approximately 78.4% expressed interest in GFLF cookies, and 65% indicated willingness to purchase them despite higher prices compared with conventional cookies. The main motivations for purchase were perceived health benefits (50%) and curiosity or willingness to try new products (30%). The acceptable price range was IDR 15,000–25,000 per 100 g. Estimated market demand ranged from 400 to 1,200 packages per month. These findings indicate a promising market opportunity for GFLF cookies in Jember, supported by increasing consumer awareness and interest in healthier food alternatives. Product development strategies should prioritize affordability, sensory quality, and consumer education to facilitate product downstreaming, commercialization, and sustainable market adoption of functional food products.
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