Exploratory study on purchase intention of vitamin D fortified drinks in Denmark, Iceland, and the UK

The objective of this study was to discern if purchase intention of vitamin D fortified drinks is determined by attitudes in Denmark, Iceland, and the UK. An online survey was conducted among adults from these three countries (n = 426) in October 2019. A cluster analysis revealed three consumer segments; low, medium, and high purchase intention of vitamin D fortified drinks. The low purchase intention segment was characterized by older consumers, a Danish majority, and a higher proportion of omnivores, whereas the medium and high purchase intention segments were younger, and had a higher proportion of Icelanders and vegans. In conclusion, attitudes were found to significantly determine purchase intention across most measures. Attitudes towards vitamin D fortified drinks, such as appropriateness, price, naturalness, and taste may serve as barriers to purchase intention. These findings provide relevant insights for the improvement of public health initiatives in countries characterized by low vitamin D consumption.