高血糖、糖尿病人群对血糖调控的认知与需求分析  

Hyperglycemic and Diabetic People's Cognition and Demand Analysis of Blood Glucose Regulation

作　　者：闫晓靖 卞祺 曲锴锐 牛羿 郭斐 韩北忠 YAN Xiao-jing;BIAN Qi;QU Kai-rui;NIU Yi;GUO Fei;HAN Bei-zhong(Beijing High-Tech Innovation Center for Food Nutrition and Human Health,Beijing,100193 China;COFCO Nutrition and Health Research Institute Co.,Ltd.,Beijing,102209 China;Beijing Engineering Laboratory for Research on Elderly Nutritional Foods,Beijing,102209 China;College of Food Science and Nutritional Engineering,China Agricultural University,Beijing,100083 China)

机构地区：[1]北京食品营养与人类健康高精尖创新中心,北京100193 [2]中粮营养健康研究院有限公司,北京102209 [3]老年营养食品研究北京市工程实验室,北京102209 [4]中国农业大学食品科学与营养工程学院,北京100083

出　　处：《糖尿病新世界》2020年第9期19-24,29,共7页Diabetes New World Magazine

基　　金：北京食品营养与人类健康高精尖项目:北京市科技计划(D171100008017003)。

摘　　要：目前我国有9700万糖尿病人、约1.5亿糖尿病前期人群,糖尿病的防治刻不容缓。为推进糖尿病防治、研发符合消费者需求的血糖调控类产品,该研究通过问卷调查的方法,收集了1 000例血糖异常患者的认知与需求信息,重点分析了目标人群的信息获取渠道、认知水平(尤其是对功能性成分的认知水平)对其购买血糖调控产品决策的影响、目标人群在血糖调控中的困惑及期望的血糖调控方式。对两类人群(高血糖及糖尿病)的定量分析结果发现,目标人群认为"饮食结构不合理"是血糖异常的主要影响因素,饮食控制是目标人群的首选血糖调控方式,但目标人群存在着不知如何调整饮食结构、不知如何选择血糖调控类食品等困惑;目标人群对功能性成分的认知度越高,购买可能性也越高,但研发人员常用的血糖功能性成分在目标人群中的认知度较低。建议在搭配产品配方时考虑成分认知度的影响,为目标人群提供血糖整体解决方案,并进行消费者教育,产品营销时可重点关注消费者信任度较高的新媒体渠道。At present,there are 97 million people with diabetes and about 150 million people with prediabetes in China.The prevention and treatment of diabetes is urgent.In order to promote the prevention and treatment of diabetes and the development of glucose regulation products that meet the needs of consumers,this study collected questionnaire survey methods to collect the cognition and demand information of 1,000 patients with abnormal blood glucose,focusing on the information acquisition channels and cognition level(especially the cognitive level of functional ingredients)of the target population on its decision to purchase blood glucose regulation products,the confusion of the target population in blood glucose regulation,and the desired blood glucose regulation.Quantitative analysis of two types of people(hyperglycemia and diabetes)found that the target group believed that"irrational diet structure"was the main influencing factor of abnormal blood glucose.Diet control was the preferred method of blood glucose regulation for the target group,but the target group had no idea about how to adjust the diet structure,how to choose blood glucose-regulating foods,etc;the higher the target group’s awareness of functional ingredients,the higher the possibility of purchase,but the recognition of functional blood glucose functional ingredients commonly used by R&D personnel in the target population low awareness.It is recommended to consider the impact of ingredient recognition when formulating products,provide a total blood glucose solution for the target population,and conduct consumer education.When marketing products,focus on new media channels with higher consumer trust.

关 键 词：血糖调控产品 糖尿病防治 消费认知 消费需求 

分 类 号：R587.1[医药卫生—内分泌]