Abstract
Gluten, the primary protein in wheat and its derivatives, and lactose, the natural sugar in milk and dairy products, may trigger adverse health effects such as bloating, diarrhea, and metabolic disturbances in sensitive individuals. Gluten-free dietary interventions have also been reported as supportive therapy for certain health conditions, including autism. This study aimed to analyze consumer profiles, identify key preferences, and assess the potential local market demand for gluten- and lactose-free (GFLF) cookies. A descriptive observational study applying descriptive market analysis rather than predictive modeling was conducted among the general population in Jember, Indonesia. Using accidental sampling, data were collected from 120 respondents between July and August 2025 through an online questionnaire (Google Forms). The instrument assessed demographic characteristics, consumer awareness, product preferences, and purchase intentions. Data were analyzed descriptively using frequency distribution tables. The majority of respondents were young adults with income levels below the regional minimum wage. Approximately 78.4% expressed interest in GFLF cookies, and 65% indicated willingness to purchase them despite higher prices compared with conventional cookies. The main motivations for purchase were perceived health benefits (50%) and curiosity or willingness to try new products (30%). The acceptable price range was IDR 15,000–25,000 per 100 g. Estimated market demand ranged from 400 to 1,200 packages per month. These findings indicate a promising market opportunity for GFLF cookies in Jember, supported by increasing consumer awareness and interest in healthier food alternatives. Product development strategies should prioritize affordability, sensory quality, and consumer education to facilitate product downstreaming, commercialization, and sustainable market adoption of functional food products.
Introduction
The evolution of modern consumption patterns has demonstrated an increasing awareness of health and a more selective approach to food choices. One of the emerging issues is the rising incidence of gluten and lactose intolerance. Gluten, as the primary protein found in wheat and its derivatives, and lactose, the natural sugar present in milk and dairy products, can cause health problems such as bloating, diarrhea, and metabolic disturbances among sensitive individuals. One health condition that requires a gluten-free diet as a key therapy is autism. Autism Spectrum Disorder (ASD) is a group of neurodevelopmental disorders in children that generally result from complex brain developmental disruptions. According to the World Health Organization (WHO), it is estimated that 1 in 160 children worldwide are affected by ASD [1]. One of the main therapeutic approaches for children with autism is dietary modification. Research indicates that a gluten-free diet can improve behavioral symptoms in autism [2]. This condition has driven the demand for alternative food products that are not only safe for those with intolerances but also appealing to the broader public as part of a healthy lifestyle trend [3].
In line with this development, gluten-and lactose-free (GFLF) products are increasingly regarded as strategic options. Global trends indicate a growing demand for GFLF products, driven not only by individuals with specific dietary needs but also by general consumers who associate these products with being “healthier” and “more natural” [4]. This phenomenon is relevant to the shifting consumer behavior in Indonesia, particularly among younger to adult age groups, who are more receptive to food innovations and show a preference for functional snacks made from local ingredients [5].
Within this context, market analysis becomes an essential step before commercial product development. Mapping potential consumer profiles, identifying preferences regarding product attributes (such as price, packaging, taste, and health benefits), and projecting market demand serve as the foundation for formulating effective marketing strategies. Therefore, this study aims to analyze consumer profiles, identify key preferences, and project the potential local market demand for GFLF cookies as a basis for decision-making in product downstreaming.
Download the full article as PDF here Potential Consumer Profiles and Market Demand Projections of Gluten and Lactose-Free Cookies
D. I. Amareta, G. Purnasari, M. R. Permadi, R. Rindiani, and A. D. Elisanti, “Potential Consumer Profiles and Market Demand Projections of Gluten and Lactose-Free Cookies ”, TEFA, vol. 3, no. 1, pp. 16–25, Jan. 2026.
Read also our introduction article:
Fibers and Carbohydrates as Supported Nutrients in Nutraceuticals
