Consumer perceptions toward sugar content of fruit juice products in a developing country

ABSTRACT

The purpose of this paper is to determine consumer perceptions toward sugar content of fruit juice (FJ) products in South Africa amid the current sugar tax debate. The paper also ascertains how and if consumption patterns and socio-demographic factors are associated with consumer perceptions toward FJ sugar content. A cross-sectional study was conducted via structured self-administered questionnaires, which were disseminated on a face-to-face basis. Over 7600 consumers aged 16–66+ years in suburbs, townships, and informal settlements were surveyed in South Africa. The data were analyzed through the application of a generalized linear model. Half of the respondents agreed that FJ products were high in sugar. Furthermore, several consumption and socio-demographic factors had a varied influence on consumers’ perceptions toward FJ products. This study provides marketers and retailers with new insight regarding the marketing of FJ products in a developing country amid the sugar tax debate.

KEYWORDS:

• Consumer perceptions
• fruit juice products
• sugar content
• consumption patterns
• socio-demographic factors
• South Africa

Introduction

The growing occurrence of obesity and diabetes is a worldwide phenomenon and diet is recognized as one of the primary causes of obesity. A number of potential health risks and health benefits that are associated with the consumption of fruit juice (FJ) products (the different FJ product classifications are collectively referred to as “FJ products” in this study) have received extensive attention from both public and scientific forums, which have yielded divergent results (Hyson, 2015; Imamura et al., 2015; Nicklas, O’Neil, & Fulgoni, 2015; O’Neil, Nicklas, Zanovec, & Fulgoni, 2011; O’Neil, Nicklas, Zanovec, Kleinman, & Fulgoni, 2012; Rampersaud, 2015). Furthermore, the contentious health risks of FJ products have filtered into popular press, which may have resulted in some consternation and confusion among consumers (Basu, McKee, Galea, & Stuckler, 2013; Greenwood et al., 2014; Laganparsad, 2016; Magawaza, 2016; Saner, 2014; Stanford, 2016).

The debate concerning the potential harmful effects of sugar sweetened beverage products has prompted the South African Government to consider the implementation of a sugar tax in a bid to reduce obesity and diabetes. However, the proposed sugar tax may have a detrimental effect on the economy in terms of increased food costs, especially among low-income consumers, and may result in large job losses in a developing country with high unemployment (Magawaza, 2016; Mchiza, Parker, & Labadarios, 2016). The South African Sugar Association (SASA) asserted that a comprehensive study of South African consumers’ diets should first be implemented to establish the holistic causes of obesity (Laganparsad, 2016; Magawaza, 2016). Furthermore, other studies are required to contribute to the limited body of knowledge regarding the consumption and attitudes of sugar sweetened beverage products. Hence, it is important to ascertain consumers’ perceptions toward sugar content in FJ products and to establish how and if other variables, such as consumption patterns and socio-demographic factors, are associated with these sentiments, which will contribute important information concerning the sugar tax debate and the marketing of FJ products in a developing country.

Literature review

FJ brands are commonly marketed as health products and the demand generally increases as consumers become aware of the possible health benefits. 100% FJ is at top of the price/quality FJ spectrum, which is characteristically purchased by high-income consumers (Elepu, Nabisubi, & Sserunkuuma, 2016). The different FJ products include the following classifications: pure FJ (100%), fruit nectars (12.5–50%), squashes (6% juice diluted and 24% undiluted), and fruit drinks (6%). However, this study did not consider the individual consumption of the different FJ product classifications, but rather the collective consumption was examined. The above-mentioned FJ product classifications contain decreasing amounts of FJ and increasing quantities of added sugar and, therefore, have lower health benefits. These FJ products are reasonably priced and widely distributed and are commonly purchased by lower-income consumers (Elepu et al., 2016). However, 100% FJ has recently become the focus of discussion owing to the naturally occurring sugar (fructose) contained in fruit. Discourse frequently focuses exclusively on the sugar content and ignores the potential health benefits and nutritional value, which relate to the consumption of FJ products (Nicklas et al., 2015; O’Neil et al., 2011, 2012; Wojcicki & Heyman, 2012).

Boseley (2016) reveals that FJ contains unacceptable high levels of sugar (sometimes more than soft drinks), but was marketed directly to children and parents using colorful packaging and health-related taglines. Boulton et al. (2016) investigated the amount of sugar contained in FJ products (sold in supermarkets) and found unacceptably high sugar content levels in a majority of the FJ products available. Several studies report that FJ lacked the necessary fiber content and contained high quantities of natural sugar or added sugar, which contributed to a significant portion of children and adults’ recommended daily sugar intake (Boseley, 2016; Pase, Grima, Cockerell, & Pipingas, 2015).

However, FJ consumers displayed a higher intake of total and whole fruit, and a considerably lower intake of added sugars compared to non-consumers (Nicklas et al., 2015; O’Neil et al., 2011). Furthermore, the recent empirical evidence associated with the adverse effects of high sugar content generally does not consider FJ consumption in normal amounts (Rampersaud, 2015). Additionally, several articles in the public domain imply that sugar is added to 100% FJ, which is deceptive since it is forbidden by legislation and only contains natural sugar (Boseley, 2016; Saner, 2014). A majority of FJ products contain healthy minerals, vitamins, and other nutrients, which are important especially among low-income consumers in developing countries, but Boseley (2016); Boulton et al. (2016); and Pase et al. (2015) opine that the high sugar content outweighs the health benefits.

The South African FJ industry turnover was estimated at R10 billion per annum, equating to one million tons of fresh fruit, of which a quarter was exported mainly for African consumption. However, South African concentrated FJ consumption increased by 6.4% over the past three years; whereas ready-to-drink FJ consumption declined by 6.3% (Stanford, 2016). Jönsson (2016) reported that consumers were seeking products that promoted health and decreased the risk of disease; therefore, the demand for FJ products was increasing in South Africa. However, many South African consumers are aware of the sugar debate and, consequently, some consumers may reduce consumption of FJ products, which is of concern to retailers and marketers. There is an increased interest by governments to reduce the consumption of sugar sweetened beverage products with the introduction of a sugar tax (Imamura et al., 2015). Research by University of Witwatersrand researchers posits that a 20% sugar tax could save R10 billion over the next two decades in medical costs, which are incurred by treating Type 2 diabetes. Hence, sugar tax of 2.29 cents per gram of sugar could be levied on the manufacturers of sugar sweetened beverage products in 2017, which will result in about a 20% increase in prices.

However, the SASA asserts that a single ingredient of one food group would not curtail obesity, since the calories consumed from sugar sweetened beverage products only accounted for a small percentage of the total food consumption (Goko, 2016). The Beverages Association of South Africa, which represents all non-alcoholic beverages, proposed that a partnership between government and industry to educate consumers about diet and calories consumption would be more effective than the sugar tax, since the tax would need to include all food products that contain sugar to be effective (Goko, 2016). Oxford Economic proposes that 60,000 jobs, especially in the informal retail sector (for example, spaza shops may close down), could be lost should the proposed sugar tax be implemented (Child, 2016). The SASA also noted that a comprehensive study of South Africans diet should first be conducted to establish the cause of obesity before a sugar tax is implemented (Magawaza, 2016).

Hence, this study heeds the call of the SASA and the DA to conduct research vis-à-vis diet-related topics, since there is a lack of research on sentiments toward the sugar content of FJ products from a consumer perspective in South Africa. The trepidation over the adverse association between FJ sugar content, obesity, and diabetes may have diminished the role of FJ products as part of a healthy balanced diet quality, nutrient intake, and other health benefits, especially among the lower socio-economic status (SES) groups in a developing country. Hence, it is also essential to consider if other variables such as consumer consumption patterns and socio-demographic factors have an influence on South African consumers’ perceptions toward FJ sugar content, which would yield important information relating to the sugar tax debate and marketing strategies in the FJ industry. Hence, the research questions of this study are as follows:

• What are South African consumer perceptions toward the sugar content of FJ products?

• Do various usage and consumption characteristics have an influence on South African consumer perceptions toward sugar content of FJ products?

• Do various socio-demographic factors have an impact on South African consumer perceptions toward sugar content of FJ products?

Methodology

Sampling

A convenience sample included consumers of FJ products who dwell in ten municipal regions (City Bowl, Northern Suburbs, Atlantic Seaboard, Southern Suburbs, South Peninsula, Cape Flats, Helderberg, West Coast, Stellenbosch, and Drakenstein) in the Western Cape (South Africa). The municipal regions were divided into geographic sample clusters, which included high SES areas (suburbs) and lower SES areas (informal settlements and townships) in rural and urban districts, so as to attain widespread representation of socio-demographic factors (gender, age, marital status, education level, employment status, population group, and household income). Accordingly, the cross-sectional study sought to survey a broad range of different communities in sixty-three suburbs, informal settlements, and townships, in order to obtain a representative sample of the Western Cape population in South Africa. The fieldworkers were deployed in above-mentioned areas (geographic clusters), where they administered paper-copies of the questionnaires on a face-to-face basis.

Questionnaire

A structured questionnaire (self-administered) was employed, which enabled respondents (consumers of FJ products) to partake in the survey on their own, thereby minimizing interviewer bias. However, the fieldworkers first explained the purpose and instructions before respondents were allowed to complete the questionnaires, which was as follows: the survey would provide valuable information on FJ consumer perceptions and consumption patterns that would be used for academic purposes; participation was voluntary (they could withdraw at any time during answering of the questionnaire); and the questionnaire would take ten minutes to complete. The fieldworker also emphasized that all responses were confidential, and that the survey was anonymous, since no personal details were requested. The fieldworkers obtained informed consent from the participants who agreed to participate in the research.

The questionnaire consisted of a single page and was solely comprised of closed-ended questions (multiple-choice questions), which resulted in an increased response rate. The introductory paragraph of the questionnaire clarified that the study collectively considered the different FJ product classifications, namely 100% FJ, fruit nectar, fruit drinks and squash, and fruit flavored drinks, which were all denoted as FJ products. The questionnaire comprised of three sections. The first section collected information on six FJ products’ consumption patterns (drinking incidence, purchase prevalence, time-of-day consumption, reasons for consumption, other beverage preferences, and factors that increase consumption), which were derived from Elepu et al. (2016) and Landon and Baghurst (2010). The next section was based on Boulton et al.’s (2016) research, which asserted that FJ products were high in sugar. Hence, a two-item five-point Likert scale (ranging from “strongly disagree” to “strongly agree”) construct (Table 1) was used to ascertain consumers’ perceptions toward the sugar content of FJ products. The final section gathered information on seven socio-demographic factors (gender, age, marital status, highest education level, employment status, population group, and monthly household income), which were taken from census data in South Africa (Statistics South Africa, 2012). Fieldworkers from the Cape Peninsula University of Technology (CPUT) were allotted to the geographic sample clusters and, subsequently, 7,640 respondents participated in the cross-sectional study.

Table 1. FJ sugar content construct descriptive statistics and principle component factor analysis.

FJ sugar content construct items	M	SD	Factor loading	AVE	CR	p Value
FJ products are high in sugar	3.43	1.347	0.826	0.648	0.760	0.001**
Certain FJ product classifications are sweetened with sugar	3.69	0.965	0.738

** Significant at the p < 0.001 level

Statistical analysis

The survey data were captured and analyzed through SPSS (version 24) statistical software. Simple descriptive statistical analysis techniques were employed to determine means, frequencies, and standard deviations to provide an overview of the results. Thereafter, a generalized linear model (GLM) was utilized to ascertain the relationship between the dependent factor (sugar content of FJ products) and independent factors (FJ products’ consumption patterns and socio-demographic factors). Analysis of variance (ANOVA) was used to compare the various means, so as to determine if there were statistically significant differences between the FJ products’ consumption patterns and socio-demographic factors versus the FJ sugar content construct. The Bonferroni pairwise comparison post hoc statistic was applied to ascertain where the differences were within the FJ products’ consumption patterns and socio-demographic factors statistical outputs.

Results

A total of 7,640 respondents (consumers of FJ products) participated in survey in South Africa. A complete descriptive statistical summary of the consumption patterns and socio-demographic factors is exhibited in Tables 2 and 3. Respondents generally consumed FJ products several times a week (29.2%) and purchased FJ products several times a week (33.7%) or a month (35.7%). Respondents normally consumed FJ products between meals (23.5%) and at no specific times (22.8%). The predominant reasons why respondents drank FJ products: healthier than other beverages (28.3%), refreshing (19.3%), and enjoyed the taste (17.8%). The other main preferred beverage consumption were soft drinks (29.2%) and diet soft drinks (12.6%). The principal factors that were identified as increasing FJ products’ consumption: information on health benefits/nutrition (29.8%), decrease prices (19.6%), and elevated awareness of health benefits via advertising (15.8%).

Table 2. Influence of FJ products’ consumption patterns on consumer perceptions toward FJ sugar content.

Consumption patterns		n	%	p
FJ product drinking incidence	Several times a day (1)	1126	14.7	0.003* (2–5)–(1)^a
	Daily (2)	1840	24.1
	2–4 times a week (3)	2233	29.2
	2–3 times a month (4)	1440	18.8
	Rarely or never (5)	1001	13.1
Purchase of FJ product prevalence	Several times a day (1)	520	6.8	0.209
	Daily (2)	1630	21.3
	2–4 times a week (3)	2577	33.7
	2–3 times a month (4)	1962	25.7
	Rarely or never (5)	951	12.4
Time-of-day FJ product consumption	Breakfast (1)	705	9.2	0.555
	Lunchtime (2)	1238	16.2
	Supper (3)	940	12.3
	Between meals (4)	1796	23.5
	All of these options (5)	1222	16.0
	No specific times (6)	1739	22.8
Reasons for FJ product consumption	It’s healthier than other drinks (1)	2162	28.3	0.030* (2–8)–(1)^a
	It’s refreshing (2)	1477	19.3
	I like the taste (3)	1360	17.8
	My family prefers it (4)	731	9.6
	Inexpensive (5)	258	3.4
	Widely available (6)	379	5.0
	To quench my thirst (7)	587	7.7
	Other (8)	257	3.4
	I don’t know (9)	429	5.6
Other beverage product preference	Soft drinks/soda (1)	2232	29.2	0.000** (7 & 8)–(1 & 2)^b
	Diet soft drinks/soda (2)	960	12.6
	Sports or energy drinks (3)	829	10.9
	Alcoholic beverages (4)	663	8.7
	Hot beverages (5)	834	10.9
	Bottled water (6)	814	10.7
	Tap water (7)	633	8.3
	Sweetened beverages powder/syrup (8)	471	6.2
	None, I prefer to drink FJ most (9)	204	2.7
Factors that could increase FJ product consumption	Information on nutrition/health benefits (1)	2280	29.8	0.000** (3)–(2, 4, 6 & 7)^b
	Increase awareness of benefits via advertising (2)	1205	15.8
	Lower prices (3)	1497	19.6
	If other family members drank FJ (4)	711	9.3
	Improved taste (5)	792	10.4
	Other (6)	502	6.6
	I drink enough FJ (7)	653	8.5

* Significant at the p < 0.05 level

** Significant at the p < 0.001 level

^aBonferroni correction pairwise comparisons mean difference is significant at the 0.05 level

^bBonferroni correction pairwise comparisons mean difference is significant at the 0.001 level

Table 3. Influence of socio-demographic factors on consumer perceptions toward sugar content of FJ products.

Socio-demographic factors		n	%	p Value
Gender	Male (1)	3559	46.6	0.856
	Female (2)	4081	53.4
Age	16–25 years (1)	3373	44.1	0.016* (5 & 6)–(2)^a
	26–35 years (2)	2299	30.1
	36–45 years (3)	1143	15.0
	46–55 years (4)	527	6.9
	56–65 years (5)	200	2.6
	66+ years (6)	98	1.3
Marital status	Single (1)	4417	57.8	0.059
	Married (2)	1962	25.7
	Widow/widower (3)	394	5.2
	Living together (4)	638	8.4
	Divorced (5)	229	3.0
Education level	Grade 1–7 (1)	298	3.9	0.648
	Grade 8–11 (2)	856	11.2
	Grade 12 (3)	3363	44.0
	Diploma or degree (4)	2375	31.1
	Post-graduate degree (5)	748	9.8
Employment status	Student (1)	2633	34.5	0.000** (5)–(1 & 2)^b
	Employed (Full-time) (2)	2621	34.3
	Employed (Part-time) (3)	877	11.5
	Self-employed (4)	545	7.1
	Unemployed (5)	356	4.7
	Learner (6)	285	3.7
	Pensioner (7)	132	1.7
	Housewife/homemaker (8)	124	1.6
	Not working – other (9)	67	0.9
Population group	Black (1)	3690	48.3	0.408
	Colored (2)	2520	33.0
	White (3)	992	13.0
	Indian (4)	337	4.4
	Asian (5)	101	1.3
Monthly household income	Less than ZAR800 (1)	1306	17.1	0.030* (5)–(2)^a
	ZAR801 – 3200 (2)	1539	20.1
	ZAR3 201 – 6400 (3)	1122	14.7
	ZAR6 401 – 12800 (4)	1204	15.8
	ZAR12 801 – 25600 (5)	1393	18.2
	ZAR25 601 – 51200 (6)	803	10.5
	ZAR51 201 – 102400 (7)	197	2.6
	ZAR102 401+ (8)	76	1.0

* Significant at the p < 0.05 level

** Significant at the p < 0.001 level

^aBonferroni correction pairwise comparisons mean difference is significant at the 0.05 level

^bBonferroni correction pairwise comparisons mean difference is significant at the 0.001 level.

Most of respondents were female (53.4%) and in the range of 16–25 years (44.1%) and 26–35 years (30.1%) age categories, which is a typical characteristic of a developing country, viz. a young population (Petzer & De Meyer, 2013). The most common marital status stage was “single” (57.8%), whereas a collective majority’s highest qualification was Grade 12 (44.0%) or diploma/degree (31.1%). A combined majority was Black (48.3%) or Colored (33.0%), which reflects the Western Cape’s population (Statistics South Africa, 2012). Low-monthly household incomes jointly accounted for a majority (nearly 52%) of the respondents, viz. less than ZAR800 (17.1%), ZAR801 – 3,200 (20.1%), and ZAR3 201–6,400 (14.7%), which is a common characteristic in a developing country (Petzer & De Meyer, 2013).

Overall association with the FJ sugar content construct

The GLM ANOVA revealed that the FJ sugar content construct was significant at p < 0.001, thus indicating that South African consumers perceived FJ products as having high sugar content (Table 1). A principle component factor analysis was performed to empirically test the FJ sugar content construct in terms of reliability and validity. The reliability of the construct was assessed via the composite reliability (CR) score, which has a recommended minimum threshold of 0.70 (Bagozzi & Yi, 2012; Hair, Black, Babin, Anderson, & Tatham, 2006). The CR value for the FJ sugar content construct showed an acceptable internal consistency score of 0.760 (Table 1). Validity was assessed by considering the average variance extracted (AVE). The AVE of the FJ sugar content construct was 0.648 (Table 1), which exceeded the recommended minimum level of 0.5 and is indicative of good validity (Fornell & Larcker, 1981; Hair et al., 2006).

Association with consumption patterns on the FJ sugar content construct

No significant differences were yielded for purchase of FJ product prevalence and time-of-day FJ product consumption regarding the FJ sugar content construct (Table 2).

FJ product drinking incidence (p < 0.05): respondents who consumed FJ products several times a day (M = 3.32, SE = 0.053) perceived FJ as having lower sugar content than those who drank it on a daily basis (M = 3.48, SE = 0.050), 2–4 times a week (M = 3.45, SE = 0.050) and 2–3 times a month (M = 3.48, SE = 0.052), and rarely or never drank FJ (M = 3.51, SE = 0.059).

Reasons for FJ product consumption (p < 0.05): respondents revealed that FJ products are healthier than other drinks (M = 3.37, SE = 0.049) purported FJ having lower sugar content compared to those who disclosed that FJ products were refreshing (M = 3.47, SE = 0.050), liked the taste (M = 3.50, SE = 0.050), their family preferred it (M = 3.43, SE = 0.057), was inexpensive (M = 3.43, SE = 0.079), widely available (M = 3.53, SE = 0.068), quenched their thirst (M = 3.47, SE = 0.059), and other reasons (M = 3.46, SE = 0.080).

Other beverage preference incidence (p < 0.001): respondents who professed that they preferred to drink tap water (M = 3.55, SE = 0.059) and sweetened beverages powder/syrup (M = 3.56, SE = 0.063) instead of FJ products suggested that FJ as having higher sugar content than those who preferred to drink soft drinks (M = 3.36, SE = 0.048) and diet soft drinks (M = 3.34, SE = 0.054).

Factors that may increase FJ product consumption (p < 0.001): respondents who indicated lower prices (M = 3.59, SE = 0.050) would increase FJ product consumption affirmed FJ as having higher sugar content in comparison to respondents who disclosed increased awareness of benefits via advertising (M = 3.43, SE = 0.052), if other family members drank FJ products (M = 3.41, SE = 0.058), other reasons (M = 3.39, SE = 0.062), and they drank enough FJ products (M = 3.39, SE = 0.058).

Association with socio-demographic factors on the FJ sugar content construct

No significance differences were yielded for gender, highest education level, and population group.

Age (p < 0.05): respondents aged 16–25 years (M = 3.34, SE = 0.051) observed FJ products as having lower sugar content than those aged 56–65 years (M = 3.53, SE = 0.083) and 66+ years (M = 3.67, SE = 0.119).

Employment status (p < 0.001): respondents who were students (M = 3.53, SE = 0.052) and employed full-time (M = 3.58, SE = 0.047) proposed FJ products as having higher sugar content in comparison to those who were unemployed (M = 3.29, SE = 0.070).

Average monthly household income (p < 0.05): respondents with a household income of ZAR12801 – 25,600 (M = 3.51, SE = 0.050) observed perceived FJ products as having higher sugar content than those who earned ZAR801 – 3,200 per month (M = 3.44, SE = 0.047).

Discussion and implications

This study shows that consumers opine that FJ products are generally high in sugar content. Hence, the widespread attention from both scientific and public forums on the high sugar content of FJ may have influenced South African consumer perceptions (Basu et al., 2013; Boseley, 2016; Boulton et al., 2016; Greenwood et al., 2014; Saner, 2014; Wojcicki & Heyman, 2012). The press may have diminished the role of FJ as part of a healthy balanced diet quality, nutrient intake, and other health benefits, which is of vital importance in a developing country, since the consumption of FJ products is associated with a greater likelihood of meeting deficit vitamins and nutrients recommendations (Nicklas et al., 2015; O’Neil et al., 2011, 2012; Rampersaud, 2015). However, this leads to the question if the proposed sugar tax is necessary, since a majority of consumers agree that FJ products are high in sugar content, and have either made an informed decision to continue (or not) to consume FJ products owing to the widespread FJ/sugar content discourse. Hence, this finding compels marketers to highlight the health benefits of FJ products in their marketing communications by utilizing rational informative and two-sided advertising appeals, but they should also be sure to provide clear sugar content labeling so as not to mislead FJ consumers (Clemens, Drewnowski, Ferruzzi, Toner, & Welland, 2015). Akay, Atalay Oral, Akpınar, and Gül (2016) asserted that advertising was an effective strategy for government and non-governmental organizations in raising awareness, increasing knowledge, and changing perceptions toward FJ products. Hence, the South African Government could disseminate information via above-the-line advertising channels and new interactive digital platforms on dietary, sugar content, and health benefits/risks of different food products, which may prove more effective at reducing obesity and other health issues than a sugar tax directed at one ingredient in one food group. Should the South African Government proceed with the implementation of the sugar tax (the sugar tax would be levied on all manufacturers of sugar-sweetened beverages, which would increase the prices of certain FJ products by approximately 20%), marketers of FJ products would need to choose whether to pass the price increases on to the consumer or absorb the tax-related costs, which would considerably reduce their profit margins (and lead to job losses). However, an increase in FJ prices in South Africa’s recessionary environment could have a negative influence on market share in a highly competitive industry. Alternatively, FJ marketers could reduce the amount of sugar in their FJ products, but this may also result in a loss of market share, since many of these FJ products are more popular among South African consumers (Goko, 2016).

The research established that several consumption patterns had an influence on South African consumer perceptions toward sugar content of FJ products. Consumers who drank FJ products the most frequently, in other words, several times a day, maintained that FJ contained lower levels of sugar than those who consumed it less frequently. This may indicate that regular consumers tend to have increased knowledge of the health benefits of FJ products in comparison to consumers with a lower consumption. Alternatively, the result could mean that consumers who drank FJ products less frequently believed that the high sugar content outweighed the health benefits (Boseley, 2016; Boulton et al., 2016; Pase et al., 2015), which means that consumer awareness and knowledge campaigns (Akay et al., 2016) of food products might be as effective as a sugar tax. Marketers should use the informative campaign to emphasize that FJ counts toward one of the suggested five daily serves of fruit and vegetables so as to increase awareness about the health benefits of FJ products among low- and non-consumers (Hyson, 2015; Nicklas et al., 2015; O’Neil et al., 2011; Rampersaud, 2015). Consumers who observed FJ products as being healthier than other drinks viewed FJ as having lower sugar content. This is logical notion, since consumers who drank FJ products for explicitly for its health benefits should be auspiciously disposed, as high sugar levels are not associated with being healthy. This result is congruent with the prevailing health trend experienced in a number of developing and developed countries (Atalay Oral, Akpınar, Gül, Akay, & Gülcan, 2016; Stanford, 2016), which provides an opportunity for marketers to capitalize on this trend in their marketing strategies. Consumers who preferred to drink tap water and sweetened beverages powder/syrup observed FJ products as having higher sugar content in comparison to soft drinks and diet soft drinks consumers. This is a reasonable supposition since tap water and sweetened beverages powder/syrup have much lower sugar content than soft drinks, which indicates that these consumers are knowledgeable about the inherent health benefits of various beverages. Hence, the continued dissemination of information by marketers on health benefits/risks and sugar content of FJ products may prove effective at positively influencing consumer decisions to make healthier product choices. The aforementioned findings appear to indicate that consumers who have greater knowledge of sugar content of FJ products are able to make informed decisions on whether to purchase specific FJ products, which is in congruence with Akay et al.’s (2016) findings. Therefore, as mentioned in prior text, the dissemination of information and awareness campaigns by South African government departments on sugar content and health benefits/risks on different food products may be an effective strategy to address health issues such as obesity and diabetes (without the detrimental effect on the economy as a result of the implementation of a sugar tax). Consumers who stated that lower prices would help them to drink more FJ products purported FJ as having high sugar content. This is a rational finding since soft drinks/soda, which are high in sugar are much cheaper than FJ (Tugendhaft et al., 2016). Consequently, a number of South African consumers would prefer to increase their consumption of FJ products (probably owing to its health benefits), but are prevented from doing so by limited financial resources, which are prevalent in developing countries (Petzer & De Meyer, 2013). Gül, Akpinar, and Dağistan (2012) and Atalay Oral et al. (2016) also found that consumers were price sensitive when considering the purchase of FJ products. Hence, the implementation of a sugar tax would be effective at decreasing the consumption of FJ products, especially 100% FJ, since the price of this commodity would increase proportionally in terms of the amount sugar content (added or naturally occurring) (Boseley, 2016; Boulton et al., 2016). Therefore, the proposed sugar tax implementation may have the unintended adverse consequence of increasing soft drink consumption, due to their relatively low prices in comparison to many of the FJ product classifications, which are currently a relatively inexpensive form of nutrients and vitamins for many low SES consumers in a developing country. Marketers could decrease FJ package sizes to meet the recommended daily sugar intake, which would also reduce prices to counteract the possible implementation of a sugar tax in 2017 (Jönsson, 2016; Stanford, 2016).

The results showed that several socio-demographic factors had an impact on consumer perceptions toward sugar content of FJ products in South Africa. Younger consumers perceived that FJ products contained lower levels of sugar than older consumers (56+ years), which could be explained by the prevailing health trend that is evident among many young people in developing and developed countries (Stanford, 2016), as well as greater access to information via mobile devices and the Internet (Duh & Struwig, 2015). Marketers and the South African Government should take advantage of new interactive digital media platforms (Internet, social media, and mobile) to reach younger consumers of FJ products in a developing country. Older consumers could still be reached by more traditional above-the-line advertising channels (television, radio, newspapers, and magazines), but also the aforementioned new interactive digital platforms. Student and full-time employed consumers observed FJ products as having higher sugar content compared to those who were unemployed. This is a rational finding since student and full-time employed consumers would generally have higher education and normally be in a better financial position; hence, have greater access to information (Bradshaw, 2008; Duh & Struwig, 2015), which supports the aforementioned recommendations that consumer awareness and information campaigns (Akay et al., 2016) could be an alternative strategy to address health issues related to the consumption of all food products (and not the taxation of only a single ingredient of one food group), which are high in sugar. A number of unemployed consumers would be more concerned with day-to-day necessities and prices, instead of concerned with the sugar content of FJ products (Bradshaw, 2008; Petzer & De Meyer, 2013). Consumers with higher household incomes purported FJ products as having higher sugar content in comparison those with lower incomes. This is also a logical result, since a number of lower income earners may not consume FJ products regularly owing to limited financial resources and, therefore, would not be as concerned about the sugar content. Conversely, higher income earners would ordinarily have greater access information (so as to consider sugar levels of various beverages) and be more privy to the deliberation occurring popular press (Bradshaw, 2008; Petzer & De Meyer, 2013). Marketers could create new FJ product formulations with lower sugar content and additional health benefits to increase consumption among high-income earners (Jönsson, 2016; Stanford, 2016). Bradshaw reported that large wealth imbalances caused widespread disparities in health status among the population in South Africa (Bradshaw, 2008). The significant differences among a majority of the socio-demographic factors indicate that the high SES consumers have greater knowledge concerning sugar content of FJ products in comparison to their low SES counterparts. Marketers could use the several sales promotion strategies (for example price-off deals and coupons) to make FJ products more affordable to consumers residing in low SES areas. Furthermore, the above-mentioned discussion shows that the education of consumers via awareness and information campaigns especially in low SES areas (in terms of the health benefits/risks of certain food products due to the high sugar content) could be as effective as a the debatable sugar tax. However, this strategy may have additional benefits, since it would not only address the sugar content in all food products but also other unhealthy ingredients, and would not have a negative impact on the economy in terms of large job losses and increased food costs.

Limitations and future research

A longitudinal approach would provide more comprehensive outcomes regarding perceptions responses toward sugar content of FJ products in comparison to a cross-sectional approach. A qualitative approach would provide a deeper understanding of consumers’ perceptions toward FJ products. Furthermore, the different FJ product classifications and their respective sugar content were not considered, but collectively investigated; hence, the perceptions toward individual FJ product classifications and their corresponding sugar content could be examined to establish if these resulted in divergent findings. This study only considered South Africa, which has its own set of unique and diverse cultural influences. Therefore, other developing and developed countries should be investigated to determine if consumers of FJ products share homogeneous perceptions toward sugar content in spite of the large disparities in general economic well-being.