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

Andaregie, Adino et al. Article Assessing eating habits and preferences for bakery products among urban dwellers in Ethiopia Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Andaregie, Adino et al. (2024) : Assessing eating habits and preferences for bakery products among urban dwellers in Ethiopia, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-27, https://doi.org/10.1080/23311975.2024.2375621 This Version is available at: https://hdl.handle.net/10419/326412 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Assessing eating habits and preferences for bakery products among urban dwellers in Ethiopia Adino Andaregie, Hirohisa Shimura, Mitsuko Chikasada, Satoshi Sasaki, Meselu Alamnie Mulugeta, Aemro Worku, Atalel Wubalem, Shinjiro Sato, Solomon Addisu & Isao Takagi To cite this article: Adino Andaregie, Hirohisa Shimura, Mitsuko Chikasada, Satoshi Sasaki, Meselu Alamnie Mulugeta, Aemro Worku, Atalel Wubalem, Shinjiro Sato, Solomon Addisu & Isao Takagi (2024) Assessing eating habits and preferences for bakery products among urban dwellers in Ethiopia, Cogent Business & Management, 11:1, 2375621, DOI: 10.1080/23311975.2024.2375621 To link to this article: https://doi.org/10.1080/23311975.2024.2375621 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 12 Jul 2024. Submit your article to this journal Article views: 3781 View related articles View Crossmark data Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2375621 Assessing eating habits and preferences for bakery products among urban dwellers in Ethiopia adino andaregiea , hirohisa shimurab, Mitsuko chikasadac, satoshi sasakid, Meselu alamnie Mulugetae, aemro Workuf, atalel Wubalemg, shinjiro satoh, solomon addisug and isao takagic agraduate school of economics, soka university, Hachioji, tokyo, Japan; bFaculty of Business administration, soka university, Hachioji, tokyo, Japan; cFaculty of economics, soka university, Hachioji, tokyo, Japan; dFaculty of nursing, soka university, Hachioji, tokyo, Japan; eCollege of Business and economics, Bahir Dar university, Bahir Dar, ethiopia; fCollege of Business and economics, injibara university, injibara, ethiopia; gCollege of agriculture and environmental sciences, Bahir Dar university, Bahir Dar, ethiopia; hFaculty of science and engineering, soka university, Hachioji, tokyo, Japan ABSTRACT in response to the growing demand for healthier food options, food industries are setting high expectations for their products. integrating consumer opinions in innovating bakery products with new dietary ingredients is vital for the success of bakery businesses. this study aimed to assess the eating habits and preferences of 180 customers of baked goods selected through systematic sampling. Data were analyzed using the chi-square test of independence and descriptive analyses. Bread consumption frequency was significantly correlated with age, education and family size. Urban consumers preferred cookies, "Difo Dabo" ("abesha Dabo"), cake and white bread. When purchasing baked goods, consumers prioritized quantity, taste, price, size and nutritional value. Females, the young, those with education beyond secondary level and larger family sizes prioritized price, while the young, higher-income individuals and those with higher education gave more preference to nutritional value. a higher preference for nutritious and organic ingredients was observed among younger, higher-income and more educated customers. they also held a positive perception of the health effects of nutrients in baked foods. the study’s findings provide insights for bakery businesses, guiding innovation through the incorporation of dietary supplements. 1. Introduction Baking dates back2600 B.c., with egyptians being the first known to use yeast to make dough rise and to utilize ovens for baking. Baked goods, including bread, have long been integral to the african diet, with widespread daily consumption. Bakeries and food establishments across the continent use thousands of tons of wheat to produce bread, noodles, biscuits and various pastries. the market growth of baked products is primarily driven by the availability of foods at reasonable prices, a variety of products, rapid urbanization, hectic lifestyles, health benefits and convenience (garba et al., 2023). the improved living standards of people worldwide have resulted in significant changes in their lifestyles and dietary preferences, leading to a preference for low-calorie, ready-to-eat food items, including bakery products. this shift has contributed to an increased demand for baked goods, particularly among health-conscious consumers (garba et al., 2023). © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT adino andaregie [email protected]om graduate school of economics, soka university, Hachioji, tokyo, Japan. https://doi.org/10.1080/23311975.2024.2375621 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 28 september 2023 revised 10 June 2024 accepted 27 June 2024 KEYWORDS Food product; eating habits; preferences; consumers; ingredients; urban residents REVIEWING EDITOR kaouther kooli, Bournemouth University, United kingdom of great Britain and northern ireland SUBJECTS consumer Psychology; health Psychology; Food additives & ingredients; health & society; Public health Policy and Practice; consumer Behaviour; Marketing research 2 a. anDaregie etal. Bread and baked goods are products integral to every moment of the day, from meals to sweet and/ or savory snacks, parties, sports and other activities, playing a crucial role in the daily lives of many people. there is a sustained demand for innovative products that reflect producers’ interest in extended leavening times and the careful selection of raw materials, such as unrefined flours, high fiber content and low gluten (nicolosi etal., 2023). consumers are increasingly mindful of nutritional profiles, making bread and bakery products into subjects of research not only in terms of physical well-being but also psychological aspects (gellynck etal., 2009; Mitelut etal., 2021). With staple dietary products like baked goods, the connection between the objectives of combating world hunger and maintaining a healthy diet through more sustainable, environmentally friendly industrial processes and products is evident (temkov et al., 2023). in response to consumers’ increasing demand for healthier food options, companies in the food industry are setting high expectations for their products. Producers are actively innovating their baked goods by incorporating new ingredients and leveraging technology and using special additives. this innovation aims to enhance product quality, expand the range of offerings and imbue bakery items with new consumer properties. these efforts enable the production of bread with specific functional and health-related properties (semenova & semenov, 2023). these functional foods not only aim to satisfy hunger and provide essential nutrients but also play a crucial role in preventing nutrition-related diseases. additionally, they contribute to the overall physical and mental well-being of consumers (Vergari et al., 2010). a balanced and varied diet, coupled with a healthy lifestyle, is essential for promoting health and reducing the risk of diseases. however, dietary behaviors often fall short, particularly in certain population groups, contributing to the global rise in obesity and chronic diseases (riso & soldati, 2012). Product and process innovations, which introduce new nutrients and enhance the shelf life of sustainable food and packaging, are also designed to reassure consumers in terms of ethics and attention to the environment, climate and biodiversity. growing awareness of environmental pressures is influencing consumers’ decision-making processes (White, 2009; imeneo et al., 2021; ross & Milne, 2021; laganà et al., 2022). in line with improving the quality of bakery products, bakery companies are adopting sustainable actions as a strategic approach to enhance their capacity for innovation under favorable social and environmental conditions (Vimal etal., 2021). this encourages bakery companies to seek cost-efficient resources, such as dietary supplement ingredients, which not only offer health benefits to society but also contribute to higher revenue, fostering sustainable revenue generation for the companies. While the integration of new nutritious ingredients by bakery companies to enhance the quality of their products is an ongoing innovative process, the limited awareness among consumers regarding the health effects of these newly developed functional ingredients creates a significant need for specific information and communication activities to address these evident gaps. this is particularly relevant for pioneering companies aiming to establish a foothold in a specific market segment. targeted information campaigns directed at consumers and opinion leaders, such as medical doctors and nutritional advisers, are considered crucial success factors in this context (Vergari et al., 2010). another success factor for marketing bakery foods fortified with functional ingredients is the pricing strategy compared to conventional food products. recent examples of functional food product launches indicate that consumers are generally willing to accept only limited price increments for such products (Menrad, 2003). early market research that incorporates the ‘voice of the consumer’ throughout the new product development process or the addition of new dietary ingredients (Bogue & repar, 2023) is crucial for the success of food producers. numerous studies have emphasized the need to evaluate dietary supplement innovation, healthy eating and healthy food choices by examining people’s eating behaviors, food preferences, knowledge and perceptions of food ingredients. research has been conducted on healthy eating, organic consumption preferences, dietary supplement innovations, organic consumption preferences, food attribute preferences and healthy preferences (Duarte etal., 2019; Denver etal., 2019; Jensen etal., 2021; rha etal., 2022; castonguay etal., 2022; Owuor etal., 2022; Figueiredo etal., 2022; andreani etal., 2023; appleton, 2023; Bensa et al., 2023; sato etal., 2023). considering specific contexts in ethiopia, it is important to study consumers’ consumption frequency of baked bakery products, their preferences of attributes when they purchase bakery food products, their preferences for additional ingredients in bakery foods, and their perception on the health implications of nutrients. this study aimed to assess the eating habits of urban consumers, as well as their preferences cOgent BUsiness & ManageMent 3 for bakery products and ingredients. the goal was to uncover consumer needs and preferences, laying the groundwork for the potential addition of spirulina1 powder as a functional ingredient in preferred bakery products. conducting this preliminary investigation is essential, as early consumer involvement in the development of new products is crucial for designing consumer-oriented, relevant and innovative products. Before incorporating spirulina as a functional ingredient in bakery products for urban ethiopian consumers, understanding their preferences and expectations is vital. the early identification of market possibilities, the revelation of technology adoption and the assistance of product optimization through prototype testing are all made possible by obtaining insights into consumer requirements and preferences (grunert et al., 2011). this study holds significance from both marketing and managerial standpoints for bakeries. From a marketing perspective, key factors contributing to the market success of bakeries include consumer-centric product development, product differentiation, targeted marketing strategies and the cultivation of brand loyalty. this entails crafting bakery products that align with consumer preferences (Zelený et al., 2022), leading to increased market acceptance (kraus etal., 2017; Ferrão etal., 2019; siddiqui etal., 2022). it also entails establishing a unique selling proposition (Mugera et al., 2017), differentiating products in a competitive market (agibalov et al., 2022), and appealing to health-conscious consumers (kraus et al., 2017). effective advertising and promotional strategies play a crucial for communicating the nutritional benefits of bakery products and meeting consumer expectations for healthier options (gumirakiza et al., 2017). From a managerial perspective, observing consumer preferences, especially regarding product attributes (Zelený et al., 2022), enables bakery business managers to assess the financial feasibility of incorporating spirulina as an ingredient (agibalov et al., 2022). recognizing potential risks and challenges associated with introducing new ingredients is crucial (lehmann et al., 2019), empowering managers to develop risk mitigation strategies for the successful implementation of new functional ingredients. therefore, the study will assist ethiopian local bakeries in designing more effective marketing and managerial strategies for the successful introduction of bakery products enriched with functional ingredients. to conduct this study, we specifically focused on the customers of Mulmul Bakery company due to its large capacity and a wide variety of baked products. the company was established in 1998 and currently produces more than 125 different types of bread and biscuits and has branches across the country. the company has chosen to incorporate spirulina powder into some of the most popular bakery products in ethiopia. therefore, spirulina-fortified bakery products will be developed based on this preliminary survey of eating habits and preferences. initially, these new fortified products will be introduced to urban residents in addis ababa before being made available to the broader public across the country. therefore, this study aimed to achieve the following specific objectives. 1. to identify bakery products frequently consumed by urban consumers. 2. to assess consumers’ preferences for attributes in bakery food products. 3. to assess consumer preferences for additional ingredients in bakery food products. 4. to segment consumers based on their preferences for bakery food attributes and additional ingredients. the article is structured as follows: the introductory section provides background information on the bakery sector, outlines the rationale of the study and presents the study’s objectives. the literature review section describes bakery products and market size, explores the role of sustainable innovation in the bakery sector through incorporating functional ingredients, and reviews empirical evidence on consumer eating habits and preferences. the third section details the methods and materials used in the study. the fourth section presents the study’s results. the fifth section discusses these results. the conclusion is presented in section 6. Finally, the limitations of the study and possibilities of future research are presented. 2. Literature review 2.1. Bakery products and market size Bakery is made from flour and baked in an oven, encompassing a variety of items such as bread, cakes, biscuits (crackers and cookies), pies, muffins, and pastries. the main ingredient is typically derived from 4 a. anDaregie etal. flour, a meal prepared from grain (lai & lin, 2006). the increasing preference for convenient foods, driven by a growing expatriate population and changing lifestyles, is driving global demand for bakery products. the market presents a diverse range of bakery items, featuring innovations tailored to various consumer segments. this market growth is attributed to the convenience, accessibility and nutritional profiles of these products. additionally, the rising trends of ‘natural nutrition,’ ‘healthy living’ and ‘organic products’ further contribute to their sustained popularity in the modern market (Mordor intelligence, 2023). according to statista (2023), the global revenue in the bread and bakery products market amounts to Us$1.27 trillion in 2023. the market is further projected to experience a compound annual growth rate (cagr) of 7.11% between 2023 and 2028. in terms of the average volume per person and per-person revenues, 85.5 kg and Us$165.40 are projected for 2023, respectively. the volume is expected to grow at 4.7% in 2024, reaching an anticipated amount of 789.50 billion kg by 2028. When comparing the revenue share of bakery products in the global market in 2023, the top five countries are china (Us$252 billion), india (Us$174.30 billion), the United states (Us$69.91 billion), Japan (Us$53.19 billion) and indonesia (Us$49.19 billion) (statista, 2023). Bakery products are a staple in people’s daily diets, not only in developed economies but also in underdeveloped or developing economies. in comparison to other regions of the world, the Middle east and africa account for the least revenue and market share in the global bakery products market. according to statista, the revenue in the bread and bakery products market amounts to Us$120.50 billion in africa in 2023. the market is expected to grow annually by a cagr of 10.99% between 2023 and 2028, with the volume reaching 57.84 billion kg by 2028. the bread and bakery products market is expected to show a volume growth of 4.2% in 2024. the average volume per person in the bread and bakery products market is expected to be 38.3 kg in 2023. in terms of product type, bread has the highest average revenue per capita share in africa (statista, 2023). the revenue share in the bread and bakery product market in ethiopia is significantly lower than the total share in africa. in ethiopia, the revenue in the bread and bakery products market is estimated to reach Us$5.87 billion in 2023, with a projected cagr of 21.40% from 2023 to 2028. the per-person revenues and per-person volume, relative to total population figures, are expected to be Us$47.46 and 21.6 kg, respectively, in 2023. regarding volume, the bread and bakery products market is anticipated to reach 3.65 billion kg by 2028, with an expected volume growth of 9.1% in 2024 (statista, 2023). in terms of both volume and average revenue per capita share, bread surpasses other bakery products, such as cereals, pasta, and rice. 2.2. Sustainability and innovations in bakery business according to Mordor intelligence (2023), the european bakery products market accounts for the largest revenue share in the global bakery products market due to continuous trends in health and well-being, a well-established supply chain, distribution channels and consumer preferences. Bakery products, which claim to be fat-free, sugar-free, gluten-free, whole wheat and salt-free, are gaining popularity among health-conscious consumers. in addition, consumers prefer to consume natural, vegan and free-from-artificial additive products, which has led to the launch of various free-from (e.g. gluten-free) products globally. to launch these free-from products, bakery businesses need to innovate their bakery products by using natural additives to attract more customers, ensuring they remain competitive (Malvestiti et al., 2021). since sustainability encompasses multifaceted development involving the economy, the environment, and society to meet current demand without inadequately exploiting resources for future generations (Beamer et al., 2021), bakery companies need to seek alternative cost-efficient resources. this is crucial for meeting current demand without compromising the needs of future generations. adapting sustainable practices is essential for organisations, whether in the service or manufacturing sector (Moktadir et al., 2021). sustainable management should extend to the bakery sector, given its importance in the manufacturing industry (Melquíades et al., 2020). One pillar of a company’s sustainability is innovation, be it in concept, product, process or system (akgün et al., 2010). this enables companies to gain a competitive advantage, achieve a larger market share, introduce new technological solutions, and benefit from higher profitability and greater efficiency cOgent BUsiness & ManageMent 5 (slater, 1996; hult et al., 2004; hurley etal., 2005; Woodside, 2005; lisboa etal., 2011; tsai & Yang, 2013; Martínez-Monzó et al., 2013). sustainability aspects, such as environmental, social and economic considerations, should be integrated into the company’s system and applied to products, services, technologies and business models to establish sustainable innovation (Oksanen & hautamäki, 2015; lorek, 2018). in classical contexts, the introduction of innovations increases a company’s profits and attracts new customers for products or services in which the company specializes (królak et al., 2022). the ability to create and implement innovation is linked to an innovation-based competitive strategy, emphasizing modernity, efficiency, competitiveness, innovativeness and business performance (Weerawardena, 2003; tsai & Yang, 2013; Dadfar et al., 2013; handen, 2014; kuncoro & suriani, 2018). the importance of sustainable innovation in the food industry should be further considered from both nutritional and environmental perspectives (Martínez-Monzó et al., 2013; ciurzyńska et al., 2019). this consideration is particularly crucial in the development of products fortified or enriched with fiber and other functional ingredients, enhancing the nutritional and health benefits of the diet, and meeting the expectations of health-oriented consumers (lópez & goldner, 2015; Feili et al., 2013). the innovation sustainability of bakery businesses relies on understanding consumers’ demands and preferences for their products. this underscores the need to consider consumers’ opinions on their preferences for innovative bakery foods, including their views on healthy ingredients, prices of ingredient-added baked food products and other attributes. this approach allows for the early identification of consumer needs and preferences. 2.3. Role of consumer preferences for bakery business consumer perceptions and behavior regarding staple foods such as bakery foods are very important for the industrial bakery sector (elena et al., 2021). target group market research is one of the few key factors for successful innovation policy in the food industry. conducting active consumer research, including analysis of customers’ desires, trends and niches in the market boosts the likelihood of new food products and functional ingredient innovations (sparke & Menrad, 2006). categorizing consumers based on their preferences and perceptions and developing appropriate product assortments for different consumer segments are essential steps for successful food product innovation (linnemann et al., 1999). socio-demographic attributes of consumers are often used to segment them based on their preferences related to these characteristics (sparke & Menrad, 2006). interest in consuming healthy foods and the demand for healthy food products have increased significantly, presenting an opportunity for bakery businesses to innovate by integrating functional ingredients (Block et al., 2011). however, consumers’ food adoption is also a complex and slow process that depends on many factors (Dolgopolova etal., 2015). specifically, consumers are inclined to accept bakery foods fortified with functional ingredients if the enrichment process occurs naturally and if the ingredients are familiar to them (ares & gámbaro, 2007; Jahn et al., 2019). consumer preferences and purchase decisions for bakery products can be influenced by many factors, such as product attributes and sociodemographic characteristics. this is especially relevant when bakery companies innovate their products by incorporating additional functional ingredients. Product characteristics, such as price (ares etal., 2010; Büyükkaragöz etal., 2014; Mirosa & Mangan-Walker, 2018; huang et al., 2019), health or nutrition promotion (kozup et al., 2003; ahn et al., 2016; steinhauser & hamm, 2018; gonzález-Díaz etal., 2020), taste (Bruschi etal., 2015; Moons etal., 2018; huang etal., 2019; Jung etal., 2020) and brand (ares etal., 2010; Mirosa & Mangan-Walker 2018; Bimbo etal., 2018) influence consumers’ preferences and acceptance of bakery products fortified with functional ingredients. sociodemographic characteristics also play a crucial role in consumers’ preference and acceptance of foods with functional ingredients. these characteristics include age (de Jong etal., 2003; siegrist etal., 2008; rezai et al., 2012; Büyükkaragöz et al., 2014; Çakiroğlu & Uçar, 2018; Verneau et al., 2019), gender (Bech-larsen et al., 2007; Brečić et al., 2014; Büyükkaragöz et al., 2014; Çakiroğlu & Uçar, 2018; Verneau et al., 2019), educational level (cranfield et al., 2011; Brečić et al., 2014; Bekoglu et al., 2016; kraus et al., 2017; szakály et al., 2019), household characteristics (rezai et al., 2012; stojanovic et al., 2013; Moro et al., 2015; corso et al., 2018; szakály et al., 2019) and marital status (Moro et al., 2015; Bekoglu et al., 2016) influence consumers’ preferences and acceptance of foods fortified with functional ingredients. additionally, psychological characteristics of consumers, such as health consciousness (sandmann et al., 2015; huang et al., 2019; 6 a. anDaregie etal. Jung etal., 2020), perceptions on healthiness (Dean et al., 2012; rezai et al., 2014; Jahn etal., 2019), motivations (Mirosa & Mangan-Walker, 2018; chang et al., 2020) and beliefs (Bui & University of economics ho chi Minh city, 2015; Vecchio et al., 2016) play a role in influencing consumers’ preferences. this study serves as a preliminary examination of consumers’ eating habits and ingredient preferences in bakery food products, with a focus on assessing consumers’ preferences on existing bakery product attributes, ingredient preferences and perceptions of the health impact of nutrients. the aim is to provide insights for the future fortification of bakery products with spirulina. this approach assists bakery companies in developing spirulina-fortified bakery products by taking into account consumer preferences for product attributes, ingredient preferences, awareness of the health impact of nutrients and the role of consumer lifestyle segments (Onozaka etal., 2014; lensvelt & steenbekkers, 2014; tan etal., 2016; homann et al., 2017; gosine & Mcsweeney, 2019; Delicato et al., 2020; Brunsø et al., 2021; kušar et al., 2023). therefore, this descriptive study was framed to assess bakery consumers’ preferences regarding the attributes of bakery products, ingredients in bakery foods, their awareness of the health impact of nutrients in bakery goods and to segment them based on their sociodemographic characteristics. 2.4. Conceptual framework the conceptual framework of the study was developed based on the specific objectives and main focuses of the study. the framework is presented in Figure 1. 3. Materials and methods 3.1. Sampling technique and sample size to collect the necessary data for this study, Mulumul Bakery company was purposively chosen due to the availability of various baked food products and a large number of customers. therefore, the target Figure 1. Conceptual framework of the study. cOgent BUsiness & ManageMent 7 population of this study comprised the customers of Mulmul Bakery company in addis ababa. Owing to its practicability and efficiency in receiving responses from readily available and willing customers, a systematic sampling technique was chosen. a total of 180 customer responses were gathered through systematic sampling, with every fifth customer visiting the bakery being surveyed. this strategy was used to reduce sampling bias and provide a more representative sample of the consumer base. customers were given a questionnaire while making purchases in the bakery. Out of the entire sample, one respondent responded to only one question, so 179 respondents were included in the study. the results of the study, derived solely from these customers, reflect the characteristics and preferences of Mulmul Bakery company’s customers and may not be generalizable to the broader population. 3.2. Data and collection procedures Primary data were utilized for this study, gathered using a standardized questionnaire. the questionnaire was administered at shops during breakfast time (6 a.m.–9 a.m.), lunchtime (12 p.m.–2 p.m.), snack time (5 p.m.–6 p.m.) and dinner time (6 p.m.–9 p.m.). enumerators were assigned to stand at the shop and provide brief information on the purpose of the questionnaire to individual customers or groups of two or more customers. if customers were interested in participating and completing the questionnaire, they were given the option to fill it out themselves. if the customer prefers to respond orally or has no formal education, the enumerator records their responses. the questionnaire was available at the shop with the enumerators for a period of 20 days, until no responses were received on a given day. ethical approval was obtained from the institutional review Board for human research of sOka University, with approval number 2022-063. this study adhered to the ethical criteria outlined in the Declaration of helsinki. all participants provided written informed consent prior to their participation. enumerators gave participants a written explanation of the study’s objectives, research design, procedures and methodologies, as well as information about their rights and the mechanisms for protecting personal information. each participant signed a consent form before responding to the survey questions. 3.3. Description of variables included in the questionnaire 3.3.1. Socioeconomic and demographic variables the socioeconomic and demographic variables included in the questionnaire were: gender of the respondent (1 = male; 0 = female), marital status of the respondent (1 = Married; 0 = single), age of the respondent (1 = ≤ 20 years; 2 = 21–29; 3 = 30–39; 4 = 40–49; 4 = 50+), education (1 = no formal education; 2 = Primary and secondary education; 3 = above secondary education), income (1 = $57; 2 = $57–$94; 3 = $94–$170; 4 = >$170), nationality (1 = ethiopian; 2 = Other african countries; 3 = Other countries outside africa), and family size of the respondent (in number of persons). as evidenced in previous studies, socioeconomic and demographic characteristics of consumers are associated with consumer preferences for baked food products. 3.3.2. Baked food consumption: frequency and preferences customers were asked to provide responses regarding their weekly consumption frequency of baked foods, such as injera2, bread, rice, pasta/macaroni and potatoes. response options included ‘every day,’ ‘≥ three days per week’ and ‘≥ Once a week.’ specifically, for bakery foods, customers were asked to indicate their preferences or likings for items like White bread, Difo Dabo (abesha Dabo)3, Pastries, cookies, Breadsticks (Bocochune), Donuts, Muffins, Pizza and cakes. response options were ‘no,’ ‘Yes’ and ‘Yes, very much,’ measuring the degree of their liking. regarding the occasions when consumers purchase baked food products, respondents were asked about the frequency of purchase during casual occasions, such as, birthdays, weekends, holidays, and festivals. response options included ‘Often,’ ‘sometimes,’ and ‘none.’ additionally, information on consumers’ preferred mealtime for purchasing baked food products during breakfast, lunch, snack and dinner was collected. response options for mealtime preferences were ‘Often,’ ‘sometimes’ and ‘none.’ 14 a. anDaregie etal. proportion of sampled customers (40%) expressed that oil is considered good for health (table 8). in terms of protein, vitamins and minerals, 89% of sampled customers believe protein is good for health, 92% perceive vitamins as beneficial for health and the majority (78%) believe minerals are good for health (table 8). From the descriptive results, it is evident that a majority of the sampled customers have a well-informed understanding of the health impact of protein, vitamins and minerals. 5. Discussion 5.1. Frequency of consumption in baked foods among the major baked food products, injera was frequently consumed by urban consumers every day, followed by bread. these products are the most popular food items regularly consumed in ethiopia. Bread and injera are the primary products produced from wheat and teff flour, respectively, and are frequently consumed by ethiopians (Mengesha et al., 2023). Food consumption is also dominated by cereals and pulses, the demand for which is increasing over time and cannot be met by local production alone. consequently, the government is allocating a significant amount of foreign currency, up to 340,000 Mt of wheat, for importation (Olana et al., 2021). this underscores the need to promote cost-effective and nutritious ingredients that can partially substitute wheat and teff flour. among the bakery products, cookies, cake, Difo Dabo (abesha Dabo), pastries and white bread are the top five bakery products consumed by the sampled consumers. therefore, in the future, food manufacturers and bakery shops must add spirulina to the most popular bakery items as part of marketing spirulina as a nutritional supplement to urban people. regular consumption of bakery food products without enough physical exercise results in total body fat (gažarová et al., 2021), highlighting the need for an effective awareness and promotion strategy by bakery businesses to introduce nutritious supplements to their customers. regarding the timing of their consumption, most urban customers usually consume baked bakery products for breakfast. a higher proportion of the customers included in the sample also frequently consumed bakery goods during dinner, lunch and snack times. a comparatively large number of sampled consumers also frequently consume bakery products during holidays. since there are several cultural and religious celebrations and ceremonies in ethiopia, individuals frequently and occasionally consume various bakery items during these festivals and occasions, in addition to casual occasions. 5.2. Association between consumption frequency and customer characteristics in terms of the relationship between weekly bread consumption of and consumer characteristics, the age and education levels of the respondents were significantly (p < 0.1 and p < 0.1, respectively) associated with bread consumption. a previous study (gažarová et al., 2018) also indicated a positive correlation between processed food consumption and age, supporting the observed correlation between age and bread consumption. additionally, research by Dubuisson etal. (2010) and Beck etal. (2015) reported that older age is linked to a higher frequency of vegetable consumption, further reinforcing the association between age and bread consumption. the weekly consumption of bakery foods was also significantly associated with the family size of the respondents, with a higher frequency of consumption observed among customers with larger family Table 8. Consumer perception of the health impact of nutrients (1 = Bad for Health; 2 = no impact on Health; 3 = good for Health; 4 = not aware; 5 = na). nutrients Percentage of responses 1 (%) 2 (%) 3 (%) 4 (%) 5 (%) sugar 26 55 9 4 6 Fat 26 58 9 2 5 oil 14 37 40 3 6 Protein 1 4 89 3 3 Vitamins 0 3 92 2 3 Minerals 0 3 78 15 4 cOgent BUsiness & ManageMent 15 sizes. this trend may be attributed to the fact that consumers with more family members tend to consume bakery products more frequently. this finding aligns with a study by Dunford et al. (2022), which found that households with more children purchased a significantly higher proportion of bread containing refined grain ingredients. additionally, another study by Daba etal. (2021) suggested that family size contributed to a lower consumption frequency of animal-source foods by households in rural ethiopia. the participants’ weekly bread consumption was found to correlate with their education level, consistent with previous findings (st. louis et al., 2022), which indicated that a higher level of education was associated with an increased consumption frequency. a study by Daba et al. (2021) revealed that lower educational attainment resulted in a decrease in the consumption frequency of animal source foods in households in rural ethiopia. additionally, Beck et al. (2015) also observed that a higher number of unemployed individuals exhibited ‘low-frequency’ consumption, whereas those actively engaged in the job market demonstrated ‘high-frequency’ consumption. this suggests that education influences both direct and indirect factors, such as employment and income, thereby encouraging individuals to consume more, aligning with the economic theory of consumption. While bakery food consumption, including bread, is declining among consumers in industrialized nations due to concerns about obesity, it remains a staple food among ethiopian urban dwellers. For example, gažarová et al. (2018) found that health-conscious individuals are cautious about consuming bakery products containing gluten due to their potential to cause weight gain. People from large families and poor economic status typically rely on bakery products. the future inclusion of nutritional supplements, such as spirulina in bakery foods is expected to enhance people’s health and nutritional status. additionally, spirulina may help mitigate weight gain resulting from the consumption of wheat bread. For instance, Moradi et al. (2019) reported a significant reduction in weight and body fat following spirulina supplementation, which offers promising outcomes for health-conscious outcomes. 5.3. Consumers’ order of preferences for attributes in bakery products customers who purchased baked goods were surveyed to rank their preferences among seven attributes or features of bakery products. the descriptive results revealed that quantity, taste, price, size, nutrition, color and shape were ranked as the first, second, third, fourth, fifth, sixth and seventh customer preferences, respectively. Understanding consumer preferences for product characteristics is crucial when developing and promoting new products. given our focus on segmenting consumers based on attribute preferences for future spirulina fortification as a healthy dietary supplement, we are concentrating on two key attributes for preliminary marketing information: price and nutritional value. this is because the price of spirulina-fortified bakery products is expected to be higher than that of regular bakery products. Food price is a significant factor influencing customer choices, particularly in ethiopia where food prices are rising significantly (ryckman et al., 2021; Ochieng & cho, 2023; Wang & Çakır, 2021; kuma & gata, 2023; Bachewe & Minten, 2023). Understanding which customer segments prioritize nutritional value in bakery products is crucial for making informed marketing decisions. the food research literature highlights the importance of price in shaping consumer preferences and the sensitivity of consumers toward price. For example, a study by trang et al. (2023) identifies two segments of rice consumers: one group sensitive to price and another sensitive to environmental issues. a significant number of consumers are price-oriented (Jürkenbeck & spiller, 2021), leading companies to adopt marketing strategies based on discounts and sales to stimulate purchases (kienzler & kowalkowski, 2017). among the surveyed customers, female and young customers, those with education beyond secondary school, and customers with larger family sizes prioritize price more than other customers. a study by Udomkun etal. (2021) found that household size played a significant role in consumers’ choices when the price was considered. socioeconomic characteristics such as consumer age, years of schooling, number of children and household members are significant determinants of consumer preferences for food product attributes (hossain et al., 2023). gender also plays a significant role in influencing food product attributes such as taste (Udomkun etal., 2021). as for nutritional value, young and higher-income customers, those with education beyond secondary school, and customers with larger family sizes prioritize the nutritional value of bakery products when making purchasing decisions. a study by Udomkun etal. (2021) found that consumers’ preference for the 16 a. anDaregie etal. nutritional value of plantain food was significantly driven by education and annual income levels. another study by cho and choi (2019) revealed that gender, age, income and awareness were the most frequently reported drivers of consumers’ preference for additional attributes of dietary supplements. effectively promoting the nutritional benefits of bakery ingredients tends to drive consumer interest in nutritious, enriched bakery products. Previous studies have elaborated that consumer preferences for food product attributes influence their decisions to purchase and consume these products. For example, a study by kušar et al. (2023) on consumers’ preferences toward bread characteristics in slovenia found the strongest relative importance for functional ingredients, with a mean relative importance of 83.9%. improving bread composition in terms of functional ingredients, protein, fiber and salt content could create additional value for consumers if such properties are perceived as beneficial and could provide marketing opportunities for food manufacturers in a competitive retail setting (gębski et al., 2019; carocho et al., 2020, kuhar et al., 2020; st. louis etal., 2022). the finding of this study, supported by previous research on attribute preferences – especially concerning price and nutritional value – underscores the importance of targeting specific consumer segments when introducing bakery products enriched with dietary supplements, which may entail a higher price compared to regular bakery foods. therefore, to ensure successful market penetration and consumer adoption of bakery products enriched with nutritious ingredients, achieving a balance between emphasizing the nutritional benefits and addressing potential pricing concerns is essential. 5.4. Degree of consumer preference for additional ingredients in baked goods the customers were asked to rate their preference for extra ingredients in baked goods. the descriptive study revealed that most customers expressed a dislike for powdered sugar and icing/frosting as additional ingredients in baked goods. however, a majority of customers favored additional ingredients, such as chocolate or chocolate syrup, fillings or cream fillings, nuts, sugar-free items, healthy ingredients (e.g. Moringa) and organic ingredients (e.g. fruits and vegetables). according to the descriptive results, a significant number of respondents indicated that they did not like nutritious ingredients (e.g. Moringa). One reason for this aversion to foods with nutritious ingredients is attributed to consumers’ low health consciousness (Moons et al., 2018; lucas et al., 2023). a study conducted by saghaian and Mohammadi (2018) found that awareness of food composition influences consumers’ preferences. among the surveyed customers, those who are younger, had higher incomes and possessed education beyond the secondary level demonstrated a stronger preference for nutritious ingredients (e.g. Moringa) and organic ingredients (e.g. fruits and vegetables). regarding preferences for organic ingredients as additives in bakery foods, a study by Oliveira et al. (2023) discovered that young people in congo, Morocco and senegal preferred vegetables, while those from guinea conakry, congo, nigeria and Mali listed various fruits and vegetables as their favorites. a study by Olfat et al. (2021) revealed that higher levels of income and funding were associated with increased consumption of fiber, fruits/vegetables and protein. higher education and awareness of healthy ingredients, coupled with higher income, were correlated with consumer preferences for foods with functional ingredients (temesi et al., 2019). the results of a study by teratanavat and hooker (2006) indicated that health benefits and ingredient naturalness were positively valued, but these preferences depended on an individual’s education and income. Preferences for and consumption of nutritious and organic ingredients were also observed among general consumers. a study by rodríguez-Bermúdez et al. (2020) revealed that most consumers, including conventional ones, held a positive opinion of organic food ingredients, considering them better for health and of higher quality than conventional food. additionally, gebretsadikan etal. (2015) found that soybean and moringa have potential as sources of proteins, carbohydrates, dietary fiber and pro-vitamins. these ingredients are currently consumed by urban residents as additional ingredients in their diet, contributing to the fight against malnutrition in developing nations, such as ethiopia. as evidenced in previous studies, consumers express a positive preference for a Moringa-based diet due to its nutrient richness (tuen et al., 2022; Zungu et al., 2022). Other studies also demonstrate that the use of organic, eco-friendly and local ingredients, as well as those claiming environmental protection and support for cOgent BUsiness & ManageMent 17 local food production and community, attracts consumers to prefer and consume such foods (Prada et al., 2017; kumpulainen et al., 2018; sajdakowska et al., 2018; luis-alberto et al., 2021). 5.5. Consumer perception of the health impact of nutrients customers generally agreed that sugar and fat had no impact on health, but most of the customers said that oil, protein, vitamins and minerals were good for health regarding their perceptions on the health impact of nutrients in baked food products. the descriptive statistics demonstrate that most customers were aware of how proteins are good for health. consumers may consume food if they perceive it as healthy (Peng et al., 2006). another study found that consumers’ purchase intentions toward foods with functional ingredients increased if they perceived the healthfulness of the products to be personally relevant to their health status (Dean et al., 2012). according to previous research (Visser et al., 2021), addressing the issue of malnutrition involves consumers choosing to consume foods with healthy ingredients. achieving this requires creating awareness and promoting these foods, ensuring that consumers have a good understanding of proteins. stojanovic et al. (2013) found that higher levels of knowledge about health information positively affected consumers’ frequency of consuming functional foods. adequate knowledge about the nutrient content of foods and their health impacts plays a significant role in influencing dietary attitudes and habits, as supported by previous literature. For instance, Franco lucas etal. (2022) found that consumers with high nutritional knowledge express belief in the potential of superfoods, such as spirulina. specifically concerning bread as a bakery product, contemporary consumers actively seek ways to enhance their protein intake for general health and wellness purposes. given the diverse array of bread options available, it is evident that consumers are open to innovative proposals, particularly in the realm of protein-enriched bread (kušar et al., 2023). another study by sandvik et al. (2018) revealed that some consumers opt for wholegrain bread due to its higher content of dietary fiber, vitamins and minerals. additionally, Meyerding etal. (2018) have demonstrated that the health-conscious segment is more likely to prefer bread with functional ingredients. Furthermore, Miao etal. (2023) found that nutrition claims related to high protein and low fat in blended beef burgers were considered healthy and desirable by both asian and non-asian consumers. given that spirulina is a protein-rich ingredient, consumers’ positive perception of the health benefits associated with nutrient ingredients may serve as a valuable resource for bakery food suppliers intending to incorporate spirulina into their baked goods in the future. therefore, if urban consumers are made aware of the health and nutritional benefits of spirulina through advertisements, promotions, and other platforms, they are likely to become more health-conscious and may be inclined to use additional dietary supplements, including spirulina. customers would readily embrace spirulina-fortified bakery foods if they develop a positive perception of the health effects associated with the extra ingredients in baked food products. 6. Conclusion as part of this study, the most preferred and frequently consumed bakery products were identified, including cookies, a specific type of traditional bread known as Difo Dabo (abesha Dabo), cake and white bread. therefore, when considering future fortification with spirulina, cookies, Difo Dabo, cake and white bread emerge as the optimal choices. customers prioritize quantity, taste, price and nutritional value when purchasing bakery products. to anticipate the impact of future spirulina fortification on price and nutritional value, consumer segments were identified based on sociodemographic characteristics. Females, young customers, married customers, those with above-secondary education and those with larger family sizes ranked price as their primary consideration. On the other hand, young customers, higher-income customers, single customers, those with above-secondary education and those with larger families prioritized the nutritional value of bakery products. concerning additional ingredients in bakery goods, customers expressed a preference for nuts, other organic ingredients (such as fruits and vegetables), sugar-free recipes, chocolate/chocolate syrup, fillings/ cream inside and nutritious ingredients like Moringa. notably, younger customers, higher-income 18 a. anDaregie etal. customers, those with above-secondary education and those with larger families were consumer segments exhibiting a liking for these nutritious and organic ingredients. regarding the health impact of nutrients, the sampled consumers demonstrate a positive perception of essential ingredients, such as proteins, vitamins and minerals. this study provides preliminary insights into the eating habits and preferences of bakery goods consumers. the information gleaned can be invaluable for bakery businesses operating in ethiopia, aiding them in making effective marketing and managerial decisions for the successful implementation of nutrient-dense dietary supplements in their bakery products. consequently, this study supports the development and supply of spirulina-fortified foods tailored to the preferences of customers in urban areas and cities of ethiopia. Marketers, in particular, can leverage this information to provide spirulina-fortified goods that resonate with customers, taking into account their demographic, social and economic circumstances. 7. Limitations and future research While this study holds crucial importance in providing preliminary information about consumer preferences for bakery products, attributes, and ingredient preferences, aiding bakery businesses in ethiopia in their marketing and managerial decisions to incorporate spirulina and other nutritious ingredients into their products, it also has its limitations. therefore, future research is suggested to conduct a study in a similar area with larger samples and applying more advanced marketing tools, such as conjoint analysis, to identify trade-offs in consumer preferences for bakery product attributes. additionally, the application of market segmentation tools based on broad consumer characteristics could enhance the ability to target specific customer segments more effectively. Notes 1. a blue-green microalgae, is a rich protein source with an average protein content of 60%. it also serves as a good source of vitamins a and B12, minerals, and other unique nutrients, making it an excellent dietary supplement for vegetarians, health-conscious individuals and malnourished children and adults (Bhattacharya, 2022). it is considered the food of the future. 2. injera is a sour fermented pancake-like flatbread with a slightly spongy texture, traditionally made of teff flour in ethiopia and eritrea. 3. Difo Dabo is a traditional ethiopian bread made from wheat flour, spices, oil and sugar, and that’s it is baked in a pan lined with banana leaves. Acknowledgements We would like to express our gratitude to Mr. Yoshiyuki hirata, the coordinator of the satrePs-earth project, for his invaluable efforts in coordinating and facilitating the necessary inputs that contributed to the successful completion of this study. Author contributions Adino Andaregie: conceptualization, formal analysis, investigation, methodology, software, writing-original draft. Hirohisa Shimura: conceptualization, questionnaire development, methodology, writing-review and editing. Mitsuko Chikasada: conceptualization, questionnaire development, writing-review and editing. Satoshi Sasaki: Writing-review and editing. Meselu Alamnie Mulugeta: conceptualization, questionnaire development, writing-review and editing. Aemro Worku: Questionnaire development, writing-review and editing. Atalel Wubalem: Questionnaire development, writing-review and editing. Shinjiro Sato: Project administration, writing-review and editing. Solomon Addisu: writing-review and editing. Isao Takagi: Project administration, validation, data curation; writing-review and editing. all the authors have read and agreed to the published version of the manuscript. Disclosure statement no potential conflict of interest was reported by the authors. cOgent BUsiness & ManageMent 19 Funding this research was supported by the science and technology research Partnership for sustainable Development (satrePs; grant number JPMJsa2005) funded by the Japan science and technology agency (Jst)/Japan international cooperation agency (Jica), and aPc was funded by soka University. About the authors Adino Andaregie is a PhD candidate at the graduate school of economics, soka University in tokyo, Japan. he obtained a Ba degree in economics from addis ababa University in ethiopia. his research areas specifically focus on growth and development, production, efficiency, finance, investment, innovation, marketing, consumer behaviour, business growth, dietary choices, nutrition interventions, food policy, and nudging behavioural interventions. he has published more than 15 papers in scopus-indexed journals in collaboration with other researchers. Hirohisa Shimura is a Professor in the Faculty of Business administration at soka University in tokyo, Japan. he obtained his PhD in pharmaceutical science from the University of tokyo, Japan. his research fields include economic policy, business administration, medical management, medical sociology, hygiene and public health (both laboratory and non-laboratory approaches), and statistical sciences. Mitsuko Chikasada is a Professor in the Faculty of economics at soka University, tokyo, Japan. she obtained her PhD in agricultural, environmental, regional economics, and demography from Pennsylvania state University, Usa. her research areas include agricultural and food economics, environmental economics, and population studies. Satoshi Sasaki is a Professor in the Faculty of nursing at soka University in tokyo, Japan. he obtained his PhD in epidemiology from the graduate school, Division of Medicine, at the University of leuven. his research areas include public health (both laboratory and non-laboratory), healthcare management, and medical sociology, with a specific interest in nutritional epidemiology. Meselu Alamnie Mulugeta is an assistant Professor in the Department of Management at the college of Business and economics, Bahir Dra University, ethiopia. his expertise spans management strategy, entrepreneurship, small business management, change management, leadership, and public sector reforms. Dr. alamnie leads theme 4 in the satrePs-earth project, focusing on business model proposals and social implementation for eco-engineering in agricultural revitalization. Aemro Worku holds a Ba degree in management and an Ma in marketing management. he has co-authored research papers in agricultural Marketing and economics and was selected for the Yali Mandela Washington Fellowship, attending Business leadership at Purdue University. currently, he works on the commercialization theme of eco-engineering for agricultural revitalization towards improvment of human nutrition (earth). Atalel Wubalem is a lecturer of resource and environmental economics at Bahir Dar University, ethiopia, and is a PhD candidate at the University of antwerp, Belgium. he received his Msc degree in resource economics and policy from hawassa University. his research focuses on behavioural economics, with a particular emphasis on economic valuations of natural and environmental resources. atalel has authored four peer-reviewed articles and reviewed several journal articles. he can be reached via email at [email protected]. Shinjiro Sato is a PhD holder in soil science obtained from the University of Florida, Usa, in 2003. currently, he is a professor in the Department of science and engineering for sustainable innovation of the Faculty of science and engineering at soka University, tokyo, Japan. his research topics are soil science, biochar, sustainable agriculture, anaerobic digestion, and waste treatment. Solomon Addisu is an associate Professor of environmental sciences in the college of agriculture and environmental sciences at Bahir Dar University, ethiopia. he completed his PhD studies in the field of environmental sciences, specializing in climate change and agriculture, at andhra University, india. he is actively engaged in research and outreach programs related to environment and climate change, having published over 40 peer reviewed articles and book chapters. Isao Takagi is a Professor in the Faculty of economics, Department of economics, at soka University in tokyo, Japan. he completed his PhD in global economics studies at soka University. his research areas include economic policy, humanities and social sciences, with specific interests in human needs, capability, human well-being, economic development, asian community formation, and asian economies. ORCID adino andaregie http://orcid.org/0000-0002-4482-5923 20 a. anDaregie etal. Data availability statement the data will be made available upon request from the corresponding author. References agibalov, a. V., Derkansova, n. M., Zaitseva, i. i., Zaporozhtseva, l. a., & shelamova, s. a. (2022). Effect of plant-based enriching ingredients on the cost-effectiveness of food production [15th–16th October 2021, Yekaterinburg, russia]. iOP conference series: earth and environmental science (Vol. 949, p. 1). https://doi.org/10.1088/1755-1315/949/1/012149 ahn, B. i., Bae, M. s., & nayga, r. 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