Assessing eating habits and preferences for bakery products among urban dwellers in Ethiopia

Anda egie, Adino e al.
A icle
Assessing ea ing habi s and p e e ences o bake y
p oduc s among u ban dwelle s in E hiopia
Cogen Business & Managemen
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Sugges ed Ci a ion: Anda egie, Adino e al. (2024) : Assessing ea ing habi s and p e e ences o
bake y p oduc s among u ban dwelle s in E hiopia, Cogen Business & Managemen , ISSN
2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-27,
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Assessing ea ing habi s and p e e ences o
bake y p oduc s among u ban dwelle s in
E hiopia
Adino Anda egie, Hi ohisa Shimu a, Mi suko Chikasada, Sa oshi Sasaki,
Meselu Alamnie Muluge a, Aem o Wo ku, A alel Wubalem, Shinji o Sa o,
Solomon Addisu & Isao Takagi
To ci e his a icle: Adino Anda egie, Hi ohisa Shimu a, Mi suko Chikasada, Sa oshi
Sasaki, Meselu Alamnie Muluge a, Aem o Wo ku, A alel Wubalem, Shinji o Sa o, Solomon
Addisu & Isao Takagi (2024) Assessing ea ing habi s and p e e ences o bake y p oduc s
among u ban dwelle s in E hiopia, Cogen Business & Managemen , 11:1, 2375621, DOI:
10.1080/23311975.2024.2375621
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2024, VoL. 11, no. 1, 2375621
Assessing ea ing habi s and p e e ences o bake y p oduc s among
u ban dwelle s in E hiopia
adino anda egiea , hi ohisa shimu ab, Mi suko chikasadac, sa oshi sasakid, Meselu
alamnie Muluge ae, aem o Wo ku , a alel Wubalemg, shinji o sa oh, solomon addisug and
isao akagic
ag adua e school o economics, soka uni e si y, Hachioji, okyo, Japan; bFacul y o Business adminis a ion, soka uni e si y,
Hachioji, okyo, Japan; cFacul y o economics, soka uni e si y, Hachioji, okyo, Japan; dFacul y o nu sing, soka uni e si y,
Hachioji, okyo, Japan; eCollege o Business and economics, Bahi Da uni e si y, Bahi Da , e hiopia; College o Business and
economics, injiba a uni e si y, injiba a, e hiopia; gCollege o ag icul u e and en i onmen al sciences, Bahi Da uni e si y,
Bahi Da , e hiopia; hFacul y o science and enginee ing, soka uni e si y, Hachioji, okyo, Japan
ABSTRACT
in esponse o he g owing demand o heal hie ood op ions, ood indus ies a e
se ing high expec a ions o hei p oduc s. in eg a ing consume opinions in inno a ing
bake y p oduc s wi h new die a y ing edien s is i al o he success o bake y
businesses. his s udy aimed o assess he ea ing habi s and p e e ences o 180
cus ome s o baked goods selec ed h ough sys ema ic sampling. Da a we e analyzed
using he chi-squa e es o independence and desc ip i e analyses. B ead consump ion
equency was signi ican ly co ela ed wi h age, educa ion and amily size. U ban
consume s p e e ed cookies, "Di o Dabo" ("abesha Dabo"), cake and whi e b ead. When
pu chasing baked goods, consume s p io i ized quan i y, as e, p ice, size and nu i ional
alue. Females, he young, hose wi h educa ion beyond seconda y le el and la ge
amily sizes p io i ized p ice, while he young, highe -income indi iduals and hose wi h
highe educa ion ga e mo e p e e ence o nu i ional alue. a highe p e e ence o
nu i ious and o ganic ing edien s was obse ed among younge , highe -income and
mo e educa ed cus ome s. hey also held a posi i e pe cep ion o he heal h e ec s o
nu ien s in baked oods. he s udy’s indings p o ide insigh s o bake y businesses,
guiding inno a ion h ough he inco po a ion o die a y supplemen s.
1. In oduc ion
Baking da es back2600 B.c., wi h egyp ians being he i s known o use yeas o make dough ise and
o u ilize o ens o baking. Baked goods, including b ead, ha e long been in eg al o he a ican die ,
wi h widesp ead daily consump ion. Bake ies and ood es ablishmen s ac oss he con inen use hou-
sands o ons o whea o p oduce b ead, noodles, biscui s and a ious pas ies. he ma ke g ow h o
baked p oduc s is p ima ily d i en by he a ailabili y o oods a easonable p ices, a a ie y o p oduc s,
apid u baniza ion, hec ic li es yles, heal h bene i s and con enience (ga ba e  al., 2023). he imp o ed
li ing s anda ds o people wo ldwide ha e esul ed in signi ican changes in hei li es yles and die a y
p e e ences, leading o a p e e ence o low-calo ie, eady- o-ea ood i ems, including bake y p oduc s.
his shi has con ibu ed o an inc eased demand o baked goods, pa icula ly among heal h-conscious
consume s (ga ba e  al., 2023).
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT adino anda egie [email p o ec ed]om g adua e school o economics, soka uni e si y, Hachioji, okyo, Japan.
h ps://doi.o g/10.1080/23311975.2024.2375621
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 28 sep embe
2023
e ised 10 June 2024
accep ed 27 June 2024
KEYWORDS
Food p oduc ; ea ing
habi s; p e e ences;
consume s; ing edien s;
u ban esiden s
REVIEWING EDITOR
kaou he kooli,
Bou nemou h Uni e si y,
Uni ed kingdom o g ea
B i ain and no he n
i eland
SUBJECTS
consume Psychology;
heal h Psychology; Food
addi i es & ing edien s;
heal h & socie y; Public
heal h Policy and
P ac ice; consume
Beha iou ; Ma ke ing
esea ch
2 a. anDa egie e al.
B ead and baked goods a e p oduc s in eg al o e e y momen o he day, om meals o swee and/
o sa o y snacks, pa ies, spo s and o he ac i i ies, playing a c ucial ole in he daily li es o many
people. he e is a sus ained demand o inno a i e p oduc s ha e lec p oduce s’ in e es in ex ended
lea ening imes and he ca e ul selec ion o aw ma e ials, such as un e ined lou s, high ibe con en
and low glu en (nicolosi e al., 2023). consume s a e inc easingly mind ul o nu i ional p o iles, making
b ead and bake y p oduc s in o subjec s o esea ch no only in e ms o physical well-being bu also
psychological aspec s (gellynck e al., 2009; Mi elu e al., 2021). Wi h s aple die a y p oduc s like baked
goods, he connec ion be ween he objec i es o comba ing wo ld hunge and main aining a heal hy
die h ough mo e sus ainable, en i onmen ally iendly indus ial p ocesses and p oduc s is e iden
( emko e  al., 2023).
in esponse o consume s’ inc easing demand o heal hie ood op ions, companies in he ood indus-
y a e se ing high expec a ions o hei p oduc s. P oduce s a e ac i ely inno a ing hei baked goods
by inco po a ing new ing edien s and le e aging echnology and using special addi i es. his inno a ion
aims o enhance p oduc quali y, expand he ange o o e ings and imbue bake y i ems wi h new con-
sume p ope ies. hese e o s enable he p oduc ion o b ead wi h speci ic unc ional and heal h- ela ed
p ope ies (semeno a & semeno , 2023). hese unc ional oods no only aim o sa is y hunge and
p o ide essen ial nu ien s bu also play a c ucial ole in p e en ing nu i ion- ela ed diseases. addi ionally,
hey con ibu e o he o e all physical and men al well-being o consume s (Ve ga i e  al., 2010). a bal-
anced and a ied die , coupled wi h a heal hy li es yle, is essen ial o p omo ing heal h and educing
he isk o diseases. howe e , die a y beha io s o en all sho , pa icula ly in ce ain popula ion g oups,
con ibu ing o he global ise in obesi y and ch onic diseases ( iso & solda i, 2012).
P oduc and p ocess inno a ions, which in oduce new nu ien s and enhance he shel li e o sus ain-
able ood and packaging, a e also designed o eassu e consume s in e ms o e hics and a en ion o
he en i onmen , clima e and biodi e si y. g owing awa eness o en i onmen al p essu es is in luencing
consume s’ decision-making p ocesses (Whi e, 2009; imeneo e  al., 2021; oss & Milne, 2021; laganà
e  al., 2022). in line wi h imp o ing he quali y o bake y p oduc s, bake y companies a e adop ing sus-
ainable ac ions as a s a egic app oach o enhance hei capaci y o inno a ion unde a o able social
and en i onmen al condi ions (Vimal e al., 2021). his encou ages bake y companies o seek cos -e icien
esou ces, such as die a y supplemen ing edien s, which no only o e heal h bene i s o socie y bu
also con ibu e o highe e enue, os e ing sus ainable e enue gene a ion o he companies.
While he in eg a ion o new nu i ious ing edien s by bake y companies o enhance he quali y o
hei p oduc s is an ongoing inno a i e p ocess, he limi ed awa eness among consume s ega ding he
heal h e ec s o hese newly de eloped unc ional ing edien s c ea es a signi ican need o speci ic
in o ma ion and communica ion ac i i ies o add ess hese e iden gaps. his is pa icula ly ele an o
pionee ing companies aiming o es ablish a oo hold in a speci ic ma ke segmen . a ge ed in o ma ion
campaigns di ec ed a consume s and opinion leade s, such as medical doc o s and nu i ional ad ise s,
a e conside ed c ucial success ac o s in his con ex (Ve ga i e  al., 2010). ano he success ac o o
ma ke ing bake y oods o i ied wi h unc ional ing edien s is he p icing s a egy compa ed o con en-
ional ood p oduc s. ecen examples o unc ional ood p oduc launches indica e ha consume s a e
gene ally willing o accep only limi ed p ice inc emen s o such p oduc s (Men ad, 2003).
ea ly ma ke esea ch ha inco po a es he ‘ oice o he consume ’ h oughou he new p oduc
de elopmen p ocess o he addi ion o new die a y ing edien s (Bogue & epa , 2023) is c ucial o he
success o ood p oduce s. nume ous s udies ha e emphasized he need o e alua e die a y supplemen
inno a ion, heal hy ea ing and heal hy ood choices by examining people’s ea ing beha io s, ood p e -
e ences, knowledge and pe cep ions o ood ing edien s. esea ch has been conduc ed on heal hy ea -
ing, o ganic consump ion p e e ences, die a y supplemen inno a ions, o ganic consump ion p e e ences,
ood a ibu e p e e ences and heal hy p e e ences (Dua e e al., 2019; Den e e al., 2019; Jensen e al.,
2021; ha e al., 2022; cas onguay e al., 2022; Owuo e al., 2022; Figuei edo e al., 2022; and eani e al.,
2023; apple on, 2023; Bensa e  al., 2023; sa o e al., 2023).
conside ing speci ic con ex s in e hiopia, i is impo an o s udy consume s’ consump ion equency
o baked bake y p oduc s, hei p e e ences o a ibu es when hey pu chase bake y ood p oduc s, hei
p e e ences o addi ional ing edien s in bake y oods, and hei pe cep ion on he heal h implica ions o
nu ien s. his s udy aimed o assess he ea ing habi s o u ban consume s, as well as hei p e e ences
cOgen BUsiness & ManageMen 3
o bake y p oduc s and ing edien s. he goal was o unco e consume needs and p e e ences, laying
he g oundwo k o he po en ial addi ion o spi ulina1 powde as a unc ional ing edien in p e e ed
bake y p oduc s. conduc ing his p elimina y in es iga ion is essen ial, as ea ly consume in ol emen in
he de elopmen o new p oduc s is c ucial o designing consume -o ien ed, ele an and inno a i e
p oduc s. Be o e inco po a ing spi ulina as a unc ional ing edien in bake y p oduc s o u ban e hiopian
consume s, unde s anding hei p e e ences and expec a ions is i al. he ea ly iden i ica ion o ma ke
possibili ies, he e ela ion o echnology adop ion and he assis ance o p oduc op imiza ion h ough
p o o ype es ing a e all made possible by ob aining insigh s in o consume equi emen s and p e e -
ences (g une e  al., 2011).
his s udy holds signi icance om bo h ma ke ing and manage ial s andpoin s o bake ies. F om a
ma ke ing pe spec i e, key ac o s con ibu ing o he ma ke success o bake ies include consume -cen ic
p oduc de elopmen , p oduc di e en ia ion, a ge ed ma ke ing s a egies and he cul i a ion o b and
loyal y. his en ails c a ing bake y p oduc s ha align wi h consume p e e ences (Zelený e  al., 2022),
leading o inc eased ma ke accep ance (k aus e al., 2017; Fe ão e al., 2019; siddiqui e al., 2022). i also
en ails es ablishing a unique selling p oposi ion (Muge a e  al., 2017), di e en ia ing p oduc s in a com-
pe i i e ma ke (agibalo e  al., 2022), and appealing o heal h-conscious consume s (k aus e  al., 2017).
e ec i e ad e ising and p omo ional s a egies play a c ucial o communica ing he nu i ional bene i s
o bake y p oduc s and mee ing consume expec a ions o heal hie op ions (gumi akiza e  al., 2017).
F om a manage ial pe spec i e, obse ing consume p e e ences, especially ega ding p oduc a i-
bu es (Zelený e  al., 2022), enables bake y business manage s o assess he inancial easibili y o inco -
po a ing spi ulina as an ing edien (agibalo e  al., 2022). ecognizing po en ial isks and challenges
associa ed wi h in oducing new ing edien s is c ucial (lehmann e  al., 2019), empowe ing manage s o
de elop isk mi iga ion s a egies o he success ul implemen a ion o new unc ional ing edien s.
he e o e, he s udy will assis e hiopian local bake ies in designing mo e e ec i e ma ke ing and man-
age ial s a egies o he success ul in oduc ion o bake y p oduc s en iched wi h unc ional ing edien s.
o conduc his s udy, we speci ically ocused on he cus ome s o Mulmul Bake y company due o
i s la ge capaci y and a wide a ie y o baked p oduc s. he company was es ablished in 1998 and cu -
en ly p oduces mo e han 125 di e en ypes o b ead and biscui s and has b anches ac oss he coun-
y. he company has chosen o inco po a e spi ulina powde in o some o he mos popula bake y
p oduc s in e hiopia. he e o e, spi ulina- o i ied bake y p oduc s will be de eloped based on his p e-
limina y su ey o ea ing habi s and p e e ences. ini ially, hese new o i ied p oduc s will be in oduced
o u ban esiden s in addis ababa be o e being made a ailable o he b oade public ac oss he coun y.
he e o e, his s udy aimed o achie e he ollowing speci ic objec i es.
1. o iden i y bake y p oduc s equen ly consumed by u ban consume s.
2. o assess consume s’ p e e ences o a ibu es in bake y ood p oduc s.
3. o assess consume p e e ences o addi ional ing edien s in bake y ood p oduc s.
4. o segmen consume s based on hei p e e ences o bake y ood a ibu es and addi ional ing edien s.
he a icle is s uc u ed as ollows: he in oduc o y sec ion p o ides backg ound in o ma ion on he
bake y sec o , ou lines he a ionale o he s udy and p esen s he s udy’s objec i es. he li e a u e e iew
sec ion desc ibes bake y p oduc s and ma ke size, explo es he ole o sus ainable inno a ion in he
bake y sec o h ough inco po a ing unc ional ing edien s, and e iews empi ical e idence on consume
ea ing habi s and p e e ences. he hi d sec ion de ails he me hods and ma e ials used in he s udy. he
ou h sec ion p esen s he s udy’s esul s. he i h sec ion discusses hese esul s. he conclusion is p e-
sen ed in sec ion 6. Finally, he limi a ions o he s udy and possibili ies o u u e esea ch a e p esen ed.
2. Li e a u e e iew
2.1. Bake y p oduc s and ma ke size
Bake y is made om lou and baked in an o en, encompassing a a ie y o i ems such as b ead, cakes,
biscui s (c acke s and cookies), pies, mu ins, and pas ies. he main ing edien is ypically de i ed om

4 a. anDa egie e al.
lou , a meal p epa ed om g ain (lai & lin, 2006). he inc easing p e e ence o con enien oods, d i en
by a g owing expa ia e popula ion and changing li es yles, is d i ing global demand o bake y p od-
uc s. he ma ke p esen s a di e se ange o bake y i ems, ea u ing inno a ions ailo ed o a ious con-
sume segmen s. his ma ke g ow h is a ibu ed o he con enience, accessibili y and nu i ional p o iles
o hese p oduc s. addi ionally, he ising ends o ‘na u al nu i ion,’ ‘heal hy li ing’ and ‘o ganic p od-
uc s’ u he con ibu e o hei sus ained popula i y in he mode n ma ke (Mo do in elligence, 2023).
acco ding o s a is a (2023), he global e enue in he b ead and bake y p oduc s ma ke amoun s o
Us$1.27 illion in 2023. he ma ke is u he p ojec ed o expe ience a compound annual g ow h a e
(cag ) o 7.11% be ween 2023 and 2028. in e ms o he a e age olume pe pe son and pe -pe son
e enues, 85.5 kg and Us$165.40 a e p ojec ed o 2023, espec i ely. he olume is expec ed o g ow a
4.7% in 2024, eaching an an icipa ed amoun o 789.50 billion kg by 2028. When compa ing he e e-
nue sha e o bake y p oduc s in he global ma ke in 2023, he op i e coun ies a e china (Us$252
billion), india (Us$174.30 billion), he Uni ed s a es (Us$69.91 billion), Japan (Us$53.19 billion) and
indonesia (Us$49.19 billion) (s a is a, 2023).
Bake y p oduc s a e a s aple in people’s daily die s, no only in de eloped economies bu also in
unde de eloped o de eloping economies. in compa ison o o he egions o he wo ld, he Middle eas
and a ica accoun o he leas e enue and ma ke sha e in he global bake y p oduc s ma ke .
acco ding o s a is a, he e enue in he b ead and bake y p oduc s ma ke amoun s o Us$120.50 bil-
lion in a ica in 2023. he ma ke is expec ed o g ow annually by a cag o 10.99% be ween 2023 and
2028, wi h he olume eaching 57.84 billion kg by 2028. he b ead and bake y p oduc s ma ke is
expec ed o show a olume g ow h o 4.2% in 2024. he a e age olume pe pe son in he b ead and
bake y p oduc s ma ke is expec ed o be 38.3 kg in 2023. in e ms o p oduc ype, b ead has he high-
es a e age e enue pe capi a sha e in a ica (s a is a, 2023).
he e enue sha e in he b ead and bake y p oduc ma ke in e hiopia is signi ican ly lowe han he
o al sha e in a ica. in e hiopia, he e enue in he b ead and bake y p oduc s ma ke is es ima ed o
each Us$5.87 billion in 2023, wi h a p ojec ed cag o 21.40% om 2023 o 2028. he pe -pe son e -
enues and pe -pe son olume, ela i e o o al popula ion igu es, a e expec ed o be Us$47.46 and
21.6 kg, espec i ely, in 2023. ega ding olume, he b ead and bake y p oduc s ma ke is an icipa ed o
each 3.65 billion kg by 2028, wi h an expec ed olume g ow h o 9.1% in 2024 (s a is a, 2023). in e ms
o bo h olume and a e age e enue pe capi a sha e, b ead su passes o he bake y p oduc s, such as
ce eals, pas a, and ice.
2.2. Sus ainabili y and inno a ions in bake y business
acco ding o Mo do in elligence (2023), he eu opean bake y p oduc s ma ke accoun s o he la ges
e enue sha e in he global bake y p oduc s ma ke due o con inuous ends in heal h and well-being,
a well-es ablished supply chain, dis ibu ion channels and consume p e e ences. Bake y p oduc s, which
claim o be a - ee, suga - ee, glu en- ee, whole whea and sal - ee, a e gaining popula i y among
heal h-conscious consume s. in addi ion, consume s p e e o consume na u al, egan and ee- om-a -
i icial addi i e p oduc s, which has led o he launch o a ious ee- om (e.g. glu en- ee) p oduc s
globally. o launch hese ee- om p oduc s, bake y businesses need o inno a e hei bake y p oduc s
by using na u al addi i es o a ac mo e cus ome s, ensu ing hey emain compe i i e (Mal es i i
e  al., 2021).
since sus ainabili y encompasses mul i ace ed de elopmen in ol ing he economy, he en i onmen ,
and socie y o mee cu en demand wi hou inadequa ely exploi ing esou ces o u u e gene a ions
(Beame e  al., 2021), bake y companies need o seek al e na i e cos -e icien esou ces. his is c ucial
o mee ing cu en demand wi hou comp omising he needs o u u e gene a ions. adap ing sus ain-
able p ac ices is essen ial o o ganisa ions, whe he in he se ice o manu ac u ing sec o (Mok adi
e  al., 2021). sus ainable managemen should ex end o he bake y sec o , gi en i s impo ance in he
manu ac u ing indus y (Melquíades e  al., 2020).
One pilla o a company’s sus ainabili y is inno a ion, be i in concep , p oduc , p ocess o sys em
(akgün e  al., 2010). his enables companies o gain a compe i i e ad an age, achie e a la ge ma ke
sha e, in oduce new echnological solu ions, and bene i om highe p o i abili y and g ea e e iciency
cOgen BUsiness & ManageMen 5
(sla e , 1996; hul e  al., 2004; hu ley e al., 2005; Woodside, 2005; lisboa e al., 2011; sai & Yang, 2013;
Ma ínez-Monzó e  al., 2013). sus ainabili y aspec s, such as en i onmen al, social and economic consid-
e a ions, should be in eg a ed in o he company’s sys em and applied o p oduc s, se ices, echnologies
and business models o es ablish sus ainable inno a ion (Oksanen & hau amäki, 2015; lo ek, 2018). in
classical con ex s, he in oduc ion o inno a ions inc eases a company’s p o i s and a ac s new cus om-
e s o p oduc s o se ices in which he company specializes (k ólak e  al., 2022).
he abili y o c ea e and implemen inno a ion is linked o an inno a ion-based compe i i e s a egy,
emphasizing mode ni y, e iciency, compe i i eness, inno a i eness and business pe o mance (Wee awa dena,
2003; sai & Yang, 2013; Dad a e  al., 2013; handen, 2014; kunco o & su iani, 2018). he impo ance o
sus ainable inno a ion in he ood indus y should be u he conside ed om bo h nu i ional and en i on-
men al pe spec i es (Ma ínez-Monzó e  al., 2013; ciu zyńska e  al., 2019). his conside a ion is pa icula ly
c ucial in he de elopmen o p oduc s o i ied o en iched wi h ibe and o he unc ional ing edien s,
enhancing he nu i ional and heal h bene i s o he die , and mee ing he expec a ions o heal h-o ien ed
consume s (lópez & goldne , 2015; Feili e  al., 2013). he inno a ion sus ainabili y o bake y businesses
elies on unde s anding consume s’ demands and p e e ences o hei p oduc s. his unde sco es he need
o conside consume s’ opinions on hei p e e ences o inno a i e bake y oods, including hei iews on
heal hy ing edien s, p ices o ing edien -added baked ood p oduc s and o he a ibu es. his app oach
allows o he ea ly iden i ica ion o consume needs and p e e ences.
2.3. Role o consume p e e ences o bake y business
consume pe cep ions and beha io ega ding s aple oods such as bake y oods a e e y impo an o
he indus ial bake y sec o (elena e  al., 2021). a ge g oup ma ke esea ch is one o he ew key ac-
o s o success ul inno a ion policy in he ood indus y. conduc ing ac i e consume esea ch, including
analysis o cus ome s’ desi es, ends and niches in he ma ke boos s he likelihood o new ood p od-
uc s and unc ional ing edien inno a ions (spa ke & Men ad, 2006). ca ego izing consume s based on
hei p e e ences and pe cep ions and de eloping app op ia e p oduc asso men s o di e en con-
sume segmen s a e essen ial s eps o success ul ood p oduc inno a ion (linnemann e  al., 1999).
socio-demog aphic a ibu es o consume s a e o en used o segmen hem based on hei p e e ences
ela ed o hese cha ac e is ics (spa ke & Men ad, 2006).
in e es in consuming heal hy oods and he demand o heal hy ood p oduc s ha e inc eased sig-
ni ican ly, p esen ing an oppo uni y o bake y businesses o inno a e by in eg a ing unc ional ing edi-
en s (Block e  al., 2011). howe e , consume s’ ood adop ion is also a complex and slow p ocess ha
depends on many ac o s (Dolgopolo a e al., 2015). speci ically, consume s a e inclined o accep bake y
oods o i ied wi h unc ional ing edien s i he en ichmen p ocess occu s na u ally and i he ing edi-
en s a e amilia o hem (a es & gámba o, 2007; Jahn e  al., 2019). consume p e e ences and pu chase
decisions o bake y p oduc s can be in luenced by many ac o s, such as p oduc a ibu es and socio-
demog aphic cha ac e is ics. his is especially ele an when bake y companies inno a e hei p oduc s
by inco po a ing addi ional unc ional ing edien s.
P oduc cha ac e is ics, such as p ice (a es e al., 2010; Büyükka agöz e al., 2014; Mi osa & Mangan-Walke ,
2018; huang e  al., 2019), heal h o nu i ion p omo ion (kozup e  al., 2003; ahn e  al., 2016; s einhause
& hamm, 2018; gonzález-Díaz e al., 2020), as e (B uschi e al., 2015; Moons e al., 2018; huang e al., 2019;
Jung e al., 2020) and b and (a es e al., 2010; Mi osa & Mangan-Walke 2018; Bimbo e al., 2018) in luence
consume s’ p e e ences and accep ance o bake y p oduc s o i ied wi h unc ional ing edien s.
sociodemog aphic cha ac e is ics also play a c ucial ole in consume s’ p e e ence and accep ance o oods
wi h unc ional ing edien s. hese cha ac e is ics include age (de Jong e al., 2003; sieg is e al., 2008; ezai
e  al., 2012; Büyükka agöz e  al., 2014; Çaki oğlu & Uça , 2018; Ve neau e  al., 2019), gende (Bech-la sen
e  al., 2007; B ečić e  al., 2014; Büyükka agöz e  al., 2014; Çaki oğlu & Uça , 2018; Ve neau e  al., 2019),
educa ional le el (c an ield e  al., 2011; B ečić e  al., 2014; Bekoglu e  al., 2016; k aus e  al., 2017; szakály
e  al., 2019), household cha ac e is ics ( ezai e  al., 2012; s ojano ic e  al., 2013; Mo o e  al., 2015; co so
e  al., 2018; szakály e  al., 2019) and ma i al s a us (Mo o e  al., 2015; Bekoglu e  al., 2016) in luence con-
sume s’ p e e ences and accep ance o oods o i ied wi h unc ional ing edien s. addi ionally, psychologi-
cal cha ac e is ics o consume s, such as heal h consciousness (sandmann e  al., 2015; huang e  al., 2019;
6 a. anDa egie e al.
Jung e al., 2020), pe cep ions on heal hiness (Dean e  al., 2012; ezai e  al., 2014; Jahn e al., 2019), mo i-
a ions (Mi osa & Mangan-Walke , 2018; chang e  al., 2020) and belie s (Bui & Uni e si y o economics ho
chi Minh ci y, 2015; Vecchio e  al., 2016) play a ole in in luencing consume s’ p e e ences.
his s udy se es as a p elimina y examina ion o consume s’ ea ing habi s and ing edien p e e ences
in bake y ood p oduc s, wi h a ocus on assessing consume s’ p e e ences on exis ing bake y p oduc
a ibu es, ing edien p e e ences and pe cep ions o he heal h impac o nu ien s. he aim is o p o-
ide insigh s o he u u e o i ica ion o bake y p oduc s wi h spi ulina. his app oach assis s bake y
companies in de eloping spi ulina- o i ied bake y p oduc s by aking in o accoun consume p e e -
ences o p oduc a ibu es, ing edien p e e ences, awa eness o he heal h impac o nu ien s and he
ole o consume li es yle segmen s (Onozaka e al., 2014; lens el & s eenbekke s, 2014; an e al., 2016;
homann e  al., 2017; gosine & Mcsweeney, 2019; Delica o e  al., 2020; B unsø e  al., 2021; kuša e  al.,
2023). he e o e, his desc ip i e s udy was amed o assess bake y consume s’ p e e ences ega ding
he a ibu es o bake y p oduc s, ing edien s in bake y oods, hei awa eness o he heal h impac o
nu ien s in bake y goods and o segmen hem based on hei sociodemog aphic cha ac e is ics.
2.4. Concep ual amewo k
he concep ual amewo k o he s udy was de eloped based on he speci ic objec i es and main ocuses
o he s udy. he amewo k is p esen ed in Figu e 1.
3. Ma e ials and me hods
3.1. Sampling echnique and sample size
o collec he necessa y da a o his s udy, Mulumul Bake y company was pu posi ely chosen due o
he a ailabili y o a ious baked ood p oduc s and a la ge numbe o cus ome s. he e o e, he a ge
Figu e 1. Concep ual amewo k o he s udy.
cOgen BUsiness & ManageMen 7
popula ion o his s udy comp ised he cus ome s o Mulmul Bake y company in addis ababa. Owing
o i s p ac icabili y and e iciency in ecei ing esponses om eadily a ailable and willing cus ome s,
a sys ema ic sampling echnique was chosen. a o al o 180 cus ome esponses we e ga he ed
h ough sys ema ic sampling, wi h e e y i h cus ome isi ing he bake y being su eyed. his s a -
egy was used o educe sampling bias and p o ide a mo e ep esen a i e sample o he consume
base. cus ome s we e gi en a ques ionnai e while making pu chases in he bake y. Ou o he en i e
sample, one esponden esponded o only one ques ion, so 179 esponden s we e included in he
s udy. he esul s o he s udy, de i ed solely om hese cus ome s, e lec he cha ac e is ics and
p e e ences o Mulmul Bake y company’s cus ome s and may no be gene alizable o he b oade
popula ion.
3.2. Da a and collec ion p ocedu es
P ima y da a we e u ilized o his s udy, ga he ed using a s anda dized ques ionnai e. he ques ionnai e
was adminis e ed a shops du ing b eak as ime (6 a.m.–9 a.m.), lunch ime (12 p.m.–2 p.m.), snack ime
(5 p.m.–6 p.m.) and dinne ime (6 p.m.–9 p.m.). enume a o s we e assigned o s and a he shop and
p o ide b ie in o ma ion on he pu pose o he ques ionnai e o indi idual cus ome s o g oups o wo
o mo e cus ome s. i cus ome s we e in e es ed in pa icipa ing and comple ing he ques ionnai e, hey
we e gi en he op ion o ill i ou hemsel es. i he cus ome p e e s o espond o ally o has no o mal
educa ion, he enume a o eco ds hei esponses. he ques ionnai e was a ailable a he shop wi h he
enume a o s o a pe iod o 20 days, un il no esponses we e ecei ed on a gi en day. e hical app o al
was ob ained om he ins i u ional e iew Boa d o human esea ch o sOka Uni e si y, wi h app o al
numbe 2022-063. his s udy adhe ed o he e hical c i e ia ou lined in he Decla a ion o helsinki. all
pa icipan s p o ided w i en in o med consen p io o hei pa icipa ion. enume a o s ga e pa ici-
pan s a w i en explana ion o he s udy’s objec i es, esea ch design, p ocedu es and me hodologies, as
well as in o ma ion abou hei igh s and he mechanisms o p o ec ing pe sonal in o ma ion. each
pa icipan signed a consen o m be o e esponding o he su ey ques ions.
3.3. Desc ip ion o a iables included in he ques ionnai e
3.3.1. Socioeconomic and demog aphic a iables
he socioeconomic and demog aphic a iables included in he ques ionnai e we e: gende o he espon-
den (1 = male; 0 = emale), ma i al s a us o he esponden (1 = Ma ied; 0 = single), age o he espon-
den (1 = ≤ 20 yea s; 2 = 21–29; 3 = 30–39; 4 = 40–49; 4 = 50+), educa ion (1 = no o mal educa ion;
2 = P ima y and seconda y educa ion; 3 = abo e seconda y educa ion), income (1 = $57; 2 = $57–$94;
3 = $94–$170; 4 = >$170), na ionali y (1 = e hiopian; 2 = O he a ican coun ies; 3 = O he coun ies ou -
side a ica), and amily size o he esponden (in numbe o pe sons). as e idenced in p e ious s udies,
socioeconomic and demog aphic cha ac e is ics o consume s a e associa ed wi h consume p e e ences
o baked ood p oduc s.
3.3.2. Baked ood consump ion: equency and p e e ences
cus ome s we e asked o p o ide esponses ega ding hei weekly consump ion equency o baked
oods, such as inje a2, b ead, ice, pas a/maca oni and po a oes. esponse op ions included ‘e e y day,’ ‘≥
h ee days pe week’ and ‘≥ Once a week.’ speci ically, o bake y oods, cus ome s we e asked o indi-
ca e hei p e e ences o likings o i ems like Whi e b ead, Di o Dabo (abesha Dabo)3, Pas ies, cookies,
B eads icks (Bocochune), Donu s, Mu ins, Pizza and cakes. esponse op ions we e ‘no,’ ‘Yes’ and ‘Yes, e y
much,’ measu ing he deg ee o hei liking. ega ding he occasions when consume s pu chase baked
ood p oduc s, esponden s we e asked abou he equency o pu chase du ing casual occasions, such
as, bi hdays, weekends, holidays, and es i als. esponse op ions included ‘O en,’ ‘some imes,’ and ‘none.’
addi ionally, in o ma ion on consume s’ p e e ed meal ime o pu chasing baked ood p oduc s du ing
b eak as , lunch, snack and dinne was collec ed. esponse op ions o meal ime p e e ences we e ‘O en,’
‘some imes’ and ‘none.’
14 a. anDa egie e al.
p opo ion o sampled cus ome s (40%) exp essed ha oil is conside ed good o heal h ( able 8). in
e ms o p o ein, i amins and mine als, 89% o sampled cus ome s belie e p o ein is good o heal h,
92% pe cei e i amins as bene icial o heal h and he majo i y (78%) belie e mine als a e good o
heal h ( able 8). F om he desc ip i e esul s, i is e iden ha a majo i y o he sampled cus ome s ha e
a well-in o med unde s anding o he heal h impac o p o ein, i amins and mine als.
5. Discussion
5.1. F equency o consump ion in baked oods
among he majo baked ood p oduc s, inje a was equen ly consumed by u ban consume s e e y day,
ollowed by b ead. hese p oduc s a e he mos popula ood i ems egula ly consumed in e hiopia.
B ead and inje a a e he p ima y p oduc s p oduced om whea and e lou , espec i ely, and a e
equen ly consumed by e hiopians (Mengesha e  al., 2023). Food consump ion is also domina ed by
ce eals and pulses, he demand o which is inc easing o e ime and canno be me by local p oduc ion
alone. consequen ly, he go e nmen is alloca ing a signi ican amoun o o eign cu ency, up o
340,000 M o whea , o impo a ion (Olana e  al., 2021). his unde sco es he need o p omo e
cos -e ec i e and nu i ious ing edien s ha can pa ially subs i u e whea and e lou .
among he bake y p oduc s, cookies, cake, Di o Dabo (abesha Dabo), pas ies and whi e b ead a e
he op i e bake y p oduc s consumed by he sampled consume s. he e o e, in he u u e, ood man-
u ac u e s and bake y shops mus add spi ulina o he mos popula bake y i ems as pa o ma ke ing
spi ulina as a nu i ional supplemen o u ban people. egula consump ion o bake y ood p oduc s
wi hou enough physical exe cise esul s in o al body a (gaža o á e  al., 2021), highligh ing he need
o an e ec i e awa eness and p omo ion s a egy by bake y businesses o in oduce nu i ious supple-
men s o hei cus ome s.
ega ding he iming o hei consump ion, mos u ban cus ome s usually consume baked bake y
p oduc s o b eak as . a highe p opo ion o he cus ome s included in he sample also equen ly
consumed bake y goods du ing dinne , lunch and snack imes. a compa a i ely la ge numbe o sam-
pled consume s also equen ly consume bake y p oduc s du ing holidays. since he e a e se e al cul-
u al and eligious celeb a ions and ce emonies in e hiopia, indi iduals equen ly and occasionally
consume a ious bake y i ems du ing hese es i als and occasions, in addi ion o casual occasions.
5.2. Associa ion be ween consump ion equency and cus ome cha ac e is ics
in e ms o he ela ionship be ween weekly b ead consump ion o and consume cha ac e is ics, he age
and educa ion le els o he esponden s we e signi ican ly (p < 0.1 and p < 0.1, espec i ely) associa ed
wi h b ead consump ion. a p e ious s udy (gaža o á e  al., 2018) also indica ed a posi i e co ela ion
be ween p ocessed ood consump ion and age, suppo ing he obse ed co ela ion be ween age and
b ead consump ion. addi ionally, esea ch by Dubuisson e al. (2010) and Beck e al. (2015) epo ed ha
olde age is linked o a highe equency o ege able consump ion, u he ein o cing he associa ion
be ween age and b ead consump ion.
he weekly consump ion o bake y oods was also signi ican ly associa ed wi h he amily size o he
esponden s, wi h a highe equency o consump ion obse ed among cus ome s wi h la ge amily
Table 8. Consume pe cep ion o he heal h impac o nu ien s (1 = Bad o Heal h;
2 = no impac on Heal h; 3 = good o Heal h; 4 = no awa e; 5 = na).
nu ien s
Pe cen age o esponses
1 (%) 2 (%) 3 (%) 4 (%) 5 (%)
suga 26 55 9 4 6
Fa 26 58 9 2 5
oil 14 37 40 3 6
P o ein 1 4 89 3 3
Vi amins 0 3 92 2 3
Mine als 0 3 78 15 4

cOgen BUsiness & ManageMen 15
sizes. his end may be a ibu ed o he ac ha consume s wi h mo e amily membe s end o con-
sume bake y p oduc s mo e equen ly. his inding aligns wi h a s udy by Dun o d e  al. (2022), which
ound ha households wi h mo e child en pu chased a signi ican ly highe p opo ion o b ead con ain-
ing e ined g ain ing edien s. addi ionally, ano he s udy by Daba e al. (2021) sugges ed ha amily size
con ibu ed o a lowe consump ion equency o animal-sou ce oods by households in u al e hiopia.
he pa icipan s’ weekly b ead consump ion was ound o co ela e wi h hei educa ion le el, consis-
en wi h p e ious indings (s . louis e  al., 2022), which indica ed ha a highe le el o educa ion was
associa ed wi h an inc eased consump ion equency. a s udy by Daba e  al. (2021) e ealed ha lowe
educa ional a ainmen esul ed in a dec ease in he consump ion equency o animal sou ce oods in
households in u al e hiopia. addi ionally, Beck e  al. (2015) also obse ed ha a highe numbe o
unemployed indi iduals exhibi ed ‘low- equency’ consump ion, whe eas hose ac i ely engaged in he
job ma ke demons a ed ‘high- equency’ consump ion. his sugges s ha educa ion in luences bo h
di ec and indi ec ac o s, such as employmen and income, he eby encou aging indi iduals o con-
sume mo e, aligning wi h he economic heo y o consump ion.
While bake y ood consump ion, including b ead, is declining among consume s in indus ialized
na ions due o conce ns abou obesi y, i emains a s aple ood among e hiopian u ban dwelle s. Fo
example, gaža o á e  al. (2018) ound ha heal h-conscious indi iduals a e cau ious abou consuming
bake y p oduc s con aining glu en due o hei po en ial o cause weigh gain. People om la ge ami-
lies and poo economic s a us ypically ely on bake y p oduc s. he u u e inclusion o nu i ional sup-
plemen s, such as spi ulina in bake y oods is expec ed o enhance people’s heal h and nu i ional s a us.
addi ionally, spi ulina may help mi iga e weigh gain esul ing om he consump ion o whea b ead.
Fo ins ance, Mo adi e  al. (2019) epo ed a signi ican educ ion in weigh and body a ollowing
spi ulina supplemen a ion, which o e s p omising ou comes o heal h-conscious ou comes.
5.3. Consume s’ o de o p e e ences o a ibu es in bake y p oduc s
cus ome s who pu chased baked goods we e su eyed o ank hei p e e ences among se en a ibu es
o ea u es o bake y p oduc s. he desc ip i e esul s e ealed ha quan i y, as e, p ice, size, nu i ion,
colo and shape we e anked as he i s , second, hi d, ou h, i h, six h and se en h cus ome p e e -
ences, espec i ely. Unde s anding consume p e e ences o p oduc cha ac e is ics is c ucial when
de eloping and p omo ing new p oduc s. gi en ou ocus on segmen ing consume s based on a ibu e
p e e ences o u u e spi ulina o i ica ion as a heal hy die a y supplemen , we a e concen a ing on
wo key a ibu es o p elimina y ma ke ing in o ma ion: p ice and nu i ional alue. his is because he
p ice o spi ulina- o i ied bake y p oduc s is expec ed o be highe han ha o egula bake y p oduc s.
Food p ice is a signi ican ac o in luencing cus ome choices, pa icula ly in e hiopia whe e ood p ices
a e ising signi ican ly ( yckman e  al., 2021; Ochieng & cho, 2023; Wang & Çakı , 2021; kuma & ga a,
2023; Bachewe & Min en, 2023).
Unde s anding which cus ome segmen s p io i ize nu i ional alue in bake y p oduc s is c ucial o
making in o med ma ke ing decisions. he ood esea ch li e a u e highligh s he impo ance o p ice in
shaping consume p e e ences and he sensi i i y o consume s owa d p ice. Fo example, a s udy by
ang e  al. (2023) iden i ies wo segmen s o ice consume s: one g oup sensi i e o p ice and ano he
sensi i e o en i onmen al issues. a signi ican numbe o consume s a e p ice-o ien ed (Jü kenbeck &
spille , 2021), leading companies o adop ma ke ing s a egies based on discoun s and sales o s imu-
la e pu chases (kienzle & kowalkowski, 2017). among he su eyed cus ome s, emale and young cus-
ome s, hose wi h educa ion beyond seconda y school, and cus ome s wi h la ge amily sizes p io i ize
p ice mo e han o he cus ome s. a s udy by Udomkun e al. (2021) ound ha household size played a
signi ican ole in consume s’ choices when he p ice was conside ed. socioeconomic cha ac e is ics such
as consume age, yea s o schooling, numbe o child en and household membe s a e signi ican de e -
minan s o consume p e e ences o ood p oduc a ibu es (hossain e  al., 2023). gende also plays a
signi ican ole in in luencing ood p oduc a ibu es such as as e (Udomkun e al., 2021).
as o nu i ional alue, young and highe -income cus ome s, hose wi h educa ion beyond seconda y
school, and cus ome s wi h la ge amily sizes p io i ize he nu i ional alue o bake y p oduc s when
making pu chasing decisions. a s udy by Udomkun e al. (2021) ound ha consume s’ p e e ence o he
16 a. anDa egie e al.
nu i ional alue o plan ain ood was signi ican ly d i en by educa ion and annual income le els. ano he
s udy by cho and choi (2019) e ealed ha gende , age, income and awa eness we e he mos e-
quen ly epo ed d i e s o consume s’ p e e ence o addi ional a ibu es o die a y supplemen s.
e ec i ely p omo ing he nu i ional bene i s o bake y ing edien s ends o d i e consume in e es in
nu i ious, en iched bake y p oduc s. P e ious s udies ha e elabo a ed ha consume p e e ences o
ood p oduc a ibu es in luence hei decisions o pu chase and consume hese p oduc s. Fo example,
a s udy by kuša e  al. (2023) on consume s’ p e e ences owa d b ead cha ac e is ics in slo enia ound
he s onges ela i e impo ance o unc ional ing edien s, wi h a mean ela i e impo ance o 83.9%.
imp o ing b ead composi ion in e ms o unc ional ing edien s, p o ein, ibe and sal con en could
c ea e addi ional alue o consume s i such p ope ies a e pe cei ed as bene icial and could p o ide
ma ke ing oppo uni ies o ood manu ac u e s in a compe i i e e ail se ing (gębski e  al., 2019;
ca ocho e  al., 2020, kuha e  al., 2020; s . louis e al., 2022).
he inding o his s udy, suppo ed by p e ious esea ch on a ibu e p e e ences – especially con-
ce ning p ice and nu i ional alue – unde sco es he impo ance o a ge ing speci ic consume seg-
men s when in oducing bake y p oduc s en iched wi h die a y supplemen s, which may en ail a highe
p ice compa ed o egula bake y oods. he e o e, o ensu e success ul ma ke pene a ion and con-
sume adop ion o bake y p oduc s en iched wi h nu i ious ing edien s, achie ing a balance be ween
emphasizing he nu i ional bene i s and add essing po en ial p icing conce ns is essen ial.
5.4. Deg ee o consume p e e ence o addi ional ing edien s in baked goods
he cus ome s we e asked o a e hei p e e ence o ex a ing edien s in baked goods. he desc ip i e
s udy e ealed ha mos cus ome s exp essed a dislike o powde ed suga and icing/ os ing as addi-
ional ing edien s in baked goods. howe e , a majo i y o cus ome s a o ed addi ional ing edien s, such
as chocola e o chocola e sy up, illings o c eam illings, nu s, suga - ee i ems, heal hy ing edien s (e.g.
Mo inga) and o ganic ing edien s (e.g. ui s and ege ables). acco ding o he desc ip i e esul s, a sig-
ni ican numbe o esponden s indica ed ha hey did no like nu i ious ing edien s (e.g. Mo inga). One
eason o his a e sion o oods wi h nu i ious ing edien s is a ibu ed o consume s’ low heal h con-
sciousness (Moons e  al., 2018; lucas e  al., 2023). a s udy conduc ed by saghaian and Mohammadi
(2018) ound ha awa eness o ood composi ion in luences consume s’ p e e ences.
among he su eyed cus ome s, hose who a e younge , had highe incomes and possessed educa-
ion beyond he seconda y le el demons a ed a s onge p e e ence o nu i ious ing edien s (e.g.
Mo inga) and o ganic ing edien s (e.g. ui s and ege ables). ega ding p e e ences o o ganic ing edi-
en s as addi i es in bake y oods, a s udy by Oli ei a e  al. (2023) disco e ed ha young people in
congo, Mo occo and senegal p e e ed ege ables, while hose om guinea conak y, congo, nige ia and
Mali lis ed a ious ui s and ege ables as hei a o i es. a s udy by Ol a e  al. (2021) e ealed ha
highe le els o income and unding we e associa ed wi h inc eased consump ion o ibe , ui s/ ege a-
bles and p o ein. highe educa ion and awa eness o heal hy ing edien s, coupled wi h highe income,
we e co ela ed wi h consume p e e ences o oods wi h unc ional ing edien s ( emesi e  al., 2019).
he esul s o a s udy by e a ana a and hooke (2006) indica ed ha heal h bene i s and ing edien
na u alness we e posi i ely alued, bu hese p e e ences depended on an indi idual’s educa ion
and income.
P e e ences o and consump ion o nu i ious and o ganic ing edien s we e also obse ed among
gene al consume s. a s udy by od íguez-Be múdez e  al. (2020) e ealed ha mos consume s, includ-
ing con en ional ones, held a posi i e opinion o o ganic ood ing edien s, conside ing hem be e o
heal h and o highe quali y han con en ional ood. addi ionally, geb e sadikan e al. (2015) ound ha
soybean and mo inga ha e po en ial as sou ces o p o eins, ca bohyd a es, die a y ibe and p o- i amins.
hese ing edien s a e cu en ly consumed by u ban esiden s as addi ional ing edien s in hei die , con-
ibu ing o he igh agains malnu i ion in de eloping na ions, such as e hiopia. as e idenced in p e-
ious s udies, consume s exp ess a posi i e p e e ence o a Mo inga-based die due o i s nu ien
ichness ( uen e  al., 2022; Zungu e  al., 2022). O he s udies also demons a e ha he use o o ganic,
eco- iendly and local ing edien s, as well as hose claiming en i onmen al p o ec ion and suppo o
cOgen BUsiness & ManageMen 17
local ood p oduc ion and communi y, a ac s consume s o p e e and consume such oods (P ada
e  al., 2017; kumpulainen e  al., 2018; sajdakowska e  al., 2018; luis-albe o e  al., 2021).
5.5. Consume pe cep ion o he heal h impac o nu ien s
cus ome s gene ally ag eed ha suga and a had no impac on heal h, bu mos o he cus ome s said
ha oil, p o ein, i amins and mine als we e good o heal h ega ding hei pe cep ions on he heal h
impac o nu ien s in baked ood p oduc s. he desc ip i e s a is ics demons a e ha mos cus ome s
we e awa e o how p o eins a e good o heal h. consume s may consume ood i hey pe cei e i as
heal hy (Peng e  al., 2006). ano he s udy ound ha consume s’ pu chase in en ions owa d oods wi h
unc ional ing edien s inc eased i hey pe cei ed he heal h ulness o he p oduc s o be pe sonally
ele an o hei heal h s a us (Dean e  al., 2012). acco ding o p e ious esea ch (Visse e  al., 2021),
add essing he issue o malnu i ion in ol es consume s choosing o consume oods wi h heal hy ing e-
dien s. achie ing his equi es c ea ing awa eness and p omo ing hese oods, ensu ing ha consume s
ha e a good unde s anding o p o eins. s ojano ic e  al. (2013) ound ha highe le els o knowledge
abou heal h in o ma ion posi i ely a ec ed consume s’ equency o consuming unc ional oods.
adequa e knowledge abou he nu ien con en o oods and hei heal h impac s plays a signi ican
ole in in luencing die a y a i udes and habi s, as suppo ed by p e ious li e a u e. Fo ins ance, F anco
lucas e al. (2022) ound ha consume s wi h high nu i ional knowledge exp ess belie in he po en ial
o supe oods, such as spi ulina. speci ically conce ning b ead as a bake y p oduc , con empo a y con-
sume s ac i ely seek ways o enhance hei p o ein in ake o gene al heal h and wellness pu poses.
gi en he di e se a ay o b ead op ions a ailable, i is e iden ha consume s a e open o inno a i e
p oposals, pa icula ly in he ealm o p o ein-en iched b ead (kuša e  al., 2023). ano he s udy by
sand ik e  al. (2018) e ealed ha some consume s op o wholeg ain b ead due o i s highe con en
o die a y ibe , i amins and mine als. addi ionally, Meye ding e al. (2018) ha e demons a ed ha he
heal h-conscious segmen is mo e likely o p e e b ead wi h unc ional ing edien s.
Fu he mo e, Miao e al. (2023) ound ha nu i ion claims ela ed o high p o ein and low a in blended
bee bu ge s we e conside ed heal hy and desi able by bo h asian and non-asian consume s. gi en ha
spi ulina is a p o ein- ich ing edien , consume s’ posi i e pe cep ion o he heal h bene i s associa ed wi h
nu ien ing edien s may se e as a aluable esou ce o bake y ood supplie s in ending o inco po a e
spi ulina in o hei baked goods in he u u e. he e o e, i u ban consume s a e made awa e o he heal h
and nu i ional bene i s o spi ulina h ough ad e isemen s, p omo ions, and o he pla o ms, hey a e
likely o become mo e heal h-conscious and may be inclined o use addi ional die a y supplemen s, includ-
ing spi ulina. cus ome s would eadily emb ace spi ulina- o i ied bake y oods i hey de elop a posi i e
pe cep ion o he heal h e ec s associa ed wi h he ex a ing edien s in baked ood p oduc s.
6. Conclusion
as pa o his s udy, he mos p e e ed and equen ly consumed bake y p oduc s we e iden i ied,
including cookies, a speci ic ype o adi ional b ead known as Di o Dabo (abesha Dabo), cake and
whi e b ead. he e o e, when conside ing u u e o i ica ion wi h spi ulina, cookies, Di o Dabo, cake and
whi e b ead eme ge as he op imal choices.
cus ome s p io i ize quan i y, as e, p ice and nu i ional alue when pu chasing bake y p oduc s. o
an icipa e he impac o u u e spi ulina o i ica ion on p ice and nu i ional alue, consume segmen s
we e iden i ied based on sociodemog aphic cha ac e is ics. Females, young cus ome s, ma ied cus om-
e s, hose wi h abo e-seconda y educa ion and hose wi h la ge amily sizes anked p ice as hei p i-
ma y conside a ion. On he o he hand, young cus ome s, highe -income cus ome s, single cus ome s,
hose wi h abo e-seconda y educa ion and hose wi h la ge amilies p io i ized he nu i ional alue o
bake y p oduc s.
conce ning addi ional ing edien s in bake y goods, cus ome s exp essed a p e e ence o nu s, o he
o ganic ing edien s (such as ui s and ege ables), suga - ee ecipes, chocola e/chocola e sy up, illings/
c eam inside and nu i ious ing edien s like Mo inga. no ably, younge cus ome s, highe -income
18 a. anDa egie e al.
cus ome s, hose wi h abo e-seconda y educa ion and hose wi h la ge amilies we e consume seg-
men s exhibi ing a liking o hese nu i ious and o ganic ing edien s. ega ding he heal h impac o
nu ien s, he sampled consume s demons a e a posi i e pe cep ion o essen ial ing edien s, such as
p o eins, i amins and mine als.
his s udy p o ides p elimina y insigh s in o he ea ing habi s and p e e ences o bake y goods consume s.
he in o ma ion gleaned can be in aluable o bake y businesses ope a ing in e hiopia, aiding hem in mak-
ing e ec i e ma ke ing and manage ial decisions o he success ul implemen a ion o nu ien -dense die a y
supplemen s in hei bake y p oduc s. consequen ly, his s udy suppo s he de elopmen and supply o
spi ulina- o i ied oods ailo ed o he p e e ences o cus ome s in u ban a eas and ci ies o e hiopia. Ma ke e s,
in pa icula , can le e age his in o ma ion o p o ide spi ulina- o i ied goods ha esona e wi h cus ome s,
aking in o accoun hei demog aphic, social and economic ci cums ances.
7. Limi a ions and u u e esea ch
While his s udy holds c ucial impo ance in p o iding p elimina y in o ma ion abou consume p e e -
ences o bake y p oduc s, a ibu es, and ing edien p e e ences, aiding bake y businesses in e hiopia in
hei ma ke ing and manage ial decisions o inco po a e spi ulina and o he nu i ious ing edien s in o
hei p oduc s, i also has i s limi a ions. he e o e, u u e esea ch is sugges ed o conduc a s udy in a
simila a ea wi h la ge samples and applying mo e ad anced ma ke ing ools, such as conjoin analysis,
o iden i y ade-o s in consume p e e ences o bake y p oduc a ibu es. addi ionally, he applica ion
o ma ke segmen a ion ools based on b oad consume cha ac e is ics could enhance he abili y o
a ge speci ic cus ome segmen s mo e e ec i ely.
No es
1. a blue-g een mic oalgae, is a ich p o ein sou ce wi h an a e age p o ein con en o 60%. i also se es as a
good sou ce o i amins a and B12, mine als, and o he unique nu ien s, making i an excellen die a y sup-
plemen o ege a ians, heal h-conscious indi iduals and malnou ished child en and adul s (Bha acha ya,
2022). i is conside ed he ood o he u u e.
2. inje a is a sou e men ed pancake-like la b ead wi h a sligh ly spongy ex u e, adi ionally made o e lou
in e hiopia and e i ea.
3. Di o Dabo is a adi ional e hiopian b ead made om whea lou , spices, oil and suga , and ha ’s i is baked
in a pan lined wi h banana lea es.
Acknowledgemen s
We would like o exp ess ou g a i ude o M . Yoshiyuki hi a a, he coo dina o o he sa ePs-ea h p ojec , o
his in aluable e o s in coo dina ing and acili a ing he necessa y inpu s ha con ibu ed o he success ul comple-
ion o his s udy.
Au ho con ibu ions
Adino Anda egie: concep ualiza ion, o mal analysis, in es iga ion, me hodology, so wa e, w i ing-o iginal d a .
Hi ohisa Shimu a: concep ualiza ion, ques ionnai e de elopmen , me hodology, w i ing- e iew and edi ing. Mi suko
Chikasada: concep ualiza ion, ques ionnai e de elopmen , w i ing- e iew and edi ing. Sa oshi Sasaki: W i ing- e iew
and edi ing. Meselu Alamnie Muluge a: concep ualiza ion, ques ionnai e de elopmen , w i ing- e iew and edi ing.
Aem o Wo ku: Ques ionnai e de elopmen , w i ing- e iew and edi ing. A alel Wubalem: Ques ionnai e de elop-
men , w i ing- e iew and edi ing. Shinji o Sa o: P ojec adminis a ion, w i ing- e iew and edi ing. Solomon Addisu:
w i ing- e iew and edi ing. Isao Takagi: P ojec adminis a ion, alida ion, da a cu a ion; w i ing- e iew and edi ing.
all he au ho s ha e ead and ag eed o he published e sion o he manusc ip .
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho s.
cOgen BUsiness & ManageMen 19
Funding
his esea ch was suppo ed by he science and echnology esea ch Pa ne ship o sus ainable De elopmen
(sa ePs; g an numbe JPMJsa2005) unded by he Japan science and echnology agency (Js )/Japan in e na ional
coope a ion agency (Jica), and aPc was unded by soka Uni e si y.
Abou he au ho s
Adino Anda egie is a PhD candida e a he g adua e school o economics, soka Uni e si y in okyo, Japan. he
ob ained a Ba deg ee in economics om addis ababa Uni e si y in e hiopia. his esea ch a eas speci ically ocus on
g ow h and de elopmen , p oduc ion, e iciency, inance, in es men , inno a ion, ma ke ing, consume beha iou ,
business g ow h, die a y choices, nu i ion in e en ions, ood policy, and nudging beha iou al in e en ions. he has
published mo e han 15 pape s in scopus-indexed jou nals in collabo a ion wi h o he esea che s.
Hi ohisa Shimu a is a P o esso in he Facul y o Business adminis a ion a soka Uni e si y in okyo, Japan. he
ob ained his PhD in pha maceu ical science om he Uni e si y o okyo, Japan. his esea ch ields include economic
policy, business adminis a ion, medical managemen , medical sociology, hygiene and public heal h (bo h labo a o y
and non-labo a o y app oaches), and s a is ical sciences.
Mi suko Chikasada is a P o esso in he Facul y o economics a soka Uni e si y, okyo, Japan. she ob ained he PhD
in ag icul u al, en i onmen al, egional economics, and demog aphy om Pennsyl ania s a e Uni e si y, Usa. he
esea ch a eas include ag icul u al and ood economics, en i onmen al economics, and popula ion s udies.
Sa oshi Sasaki is a P o esso in he Facul y o nu sing a soka Uni e si y in okyo, Japan. he ob ained his PhD in
epidemiology om he g adua e school, Di ision o Medicine, a he Uni e si y o leu en. his esea ch a eas include
public heal h (bo h labo a o y and non-labo a o y), heal hca e managemen , and medical sociology, wi h a speci ic
in e es in nu i ional epidemiology.
Meselu Alamnie Muluge a is an assis an P o esso in he Depa men o Managemen a he college o Business
and economics, Bahi D a Uni e si y, e hiopia. his expe ise spans managemen s a egy, en ep eneu ship, small
business managemen , change managemen , leade ship, and public sec o e o ms. D . alamnie leads heme 4 in
he sa ePs-ea h p ojec , ocusing on business model p oposals and social implemen a ion o eco-enginee ing
in ag icul u al e i aliza ion.
Aem o Wo ku holds a Ba deg ee in managemen and an Ma in ma ke ing managemen . he has co-au ho ed
esea ch pape s in ag icul u al Ma ke ing and economics and was selec ed o he Yali Mandela Washing on
Fellowship, a ending Business leade ship a Pu due Uni e si y. cu en ly, he wo ks on he comme cializa ion heme
o eco-enginee ing o ag icul u al e i aliza ion owa ds imp o men o human nu i ion (ea h).
A alel Wubalem is a lec u e o esou ce and en i onmen al economics a Bahi Da Uni e si y, e hiopia, and is a PhD
candida e a he Uni e si y o an we p, Belgium. he ecei ed his Msc deg ee in esou ce economics and policy om
hawassa Uni e si y. his esea ch ocuses on beha iou al economics, wi h a pa icula emphasis on economic alua-
ions o na u al and en i onmen al esou ces. a alel has au ho ed ou pee - e iewed a icles and e iewed se e al
jou nal a icles. he can be eached ia email a wubalema [email protected].
Shinji o Sa o is a PhD holde in soil science ob ained om he Uni e si y o Flo ida, Usa, in 2003. cu en ly, he is
a p o esso in he Depa men o science and enginee ing o sus ainable inno a ion o he Facul y o science and
enginee ing a soka Uni e si y, okyo, Japan. his esea ch opics a e soil science, biocha , sus ainable ag icul u e,
anae obic diges ion, and was e ea men .
Solomon Addisu is an associa e P o esso o en i onmen al sciences in he college o ag icul u e and en i onmen al
sciences a Bahi Da Uni e si y, e hiopia. he comple ed his PhD s udies in he ield o en i onmen al sciences,
specializing in clima e change and ag icul u e, a andh a Uni e si y, india. he is ac i ely engaged in esea ch and
ou each p og ams ela ed o en i onmen and clima e change, ha ing published o e 40 pee e iewed a icles and
book chap e s.
Isao Takagi is a P o esso in he Facul y o economics, Depa men o economics, a soka Uni e si y in okyo, Japan.
he comple ed his PhD in global economics s udies a soka Uni e si y. his esea ch a eas include economic policy,
humani ies and social sciences, wi h speci ic in e es s in human needs, capabili y, human well-being, economic
de elopmen , asian communi y o ma ion, and asian economies.
ORCID
adino anda egie h p://o cid.o g/0000-0002-4482-5923

20 a. anDa egie e al.
Da a a ailabili y s a emen
he da a will be made a ailable upon eques om he co esponding au ho .
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