健康膨化食品市场需求与标签优化调研——以北京市中青年群体为例

Market Demand for Healthy Puffed Foods and Labeling Optimization—A Survey of Young and Middle-Aged Adults in Beijing

摘要: 在《“健康中国2030”规划纲要》实施与经济社会发展的推动下，健康膨化食品的需求持续增长，已进入新一轮市场成长期。然而，消费者对现有膨化食品的营养素改善抱有强烈期待，但对营养标签的关注度却相对较低。基于这一现状，本研究以北京市健康意识较强的人群为主要调研对象，运用CBC联合分析、结构方程模型等方法，深入探讨消费者营养健康需求、营养标签影响购买意愿的决策机制，以及营养教育的优化策略，从而探寻健康膨化食品的市场发展方向。

Abstract: Driven by the implementation of the “Healthy China 2030” blueprint and broader socioeconomic development, the demand for healthy puffed snacks has been steadily rising, ushering in a new phase of market growth. However, while consumers express strong expectations for improved nutritional profiles in current puffed snack products, their attention to nutrition labels remains relatively low. Against this backdrop, this study focuses on health-conscious individuals in Beijing as the primary survey population. Employing CBC (Choice-Based Conjoint) analysis, structural equation modeling, and other methods, it delves into consumers’ nutritional health needs, the decision-making mechanisms through which nutrition labels influence purchase intention, and optimization strategies for nutrition education, thereby exploring the market development direction for healthy puffed snacks.