Peluang Pasar Daging Analog Berdasarkan Preferensi Konsumen Penderita Kolesterol Tinggi

Abstract

Dengan meningkatnya kesadaran akan kesehatan, khususnya pengelolaan kadar kolesterol, daging analog menjadi alternatif menarik bagi konsumen. Penelitian ini bertujuan menganalisis preferensi konsumen penderita kolesterol tinggi terhadap atribut produk daging analog, seperti kandungan kolesterol, lemak, gula, garam, dan protein. Data dikumpulkan melalui survei Google Forms dan dianalisis dengan metode deskriptif serta analisis konjoin. Hasil menunjukkan atribut kolesterol rendah dan lemak rendah menjadi prioritas utama konsumen. Temuan ini membuka peluang pasar bagi produk daging analog yang menekankan manfaat kesehatan, khususnya bagi penderita kolesterol tinggi. Produsen disarankan mengembangkan produk sesuai kebutuhan gizi dan strategi pemasaran yang tepat.

With the increasing awareness of health, particularly in managing cholesterol levels, analog meat has become an attractive alternative for consumers. This study aims to analyze the preferences of consumers with high cholesterol towards the attributes of analog meat products, such as cholesterol content, fat, sugar, salt, and protein. Data were collected through a Google Forms survey and analyzed using descriptive methods and conjoint analysis. The results show that low cholesterol and low fat attributes are the primary priorities for consumers. These findings reveal a market opportunity for analog meat products that emphasize health benefits, especially for consumers with high cholesterol. Producers are advised to develop products that meet nutritional needs and implement appropriate marketing strategies.