Bridging the Gap Between Awareness and Action: A Study on Sugar Consumption and Natural Sweetener Preferences in India

Abstract

This study looks at the level of health awareness by Indian consumers on sugar consumption and the degree to which they would be willing to implement natural sweeteners. With India having a rising burden of lifestyle diseases involving diabetes and obesity, it is crucial to rethink and to practise their dietary habits involving refined sugar. Using a mixed methods approach that involves a quantitative survey and qualitative input from health professionals to look at how Indian consumer behaviour is consistent and/or not, this research provides an in-depth understanding of behaviour patterns. Findings reveal a moderate horror for the health impacts of sugar and low acceptance of alternatives like stevia, jaggery or monk fruit. Major inhibiting variables were found to be sensory preferences, knowledge or lack thereof, affordability, and trust in brands. This paper suggests marketing and public health initiatives that can be employed to resolve the intention-action gap and provides critical understanding for marketers, nutrition educators, and policymakers.