author(s)
Ahmed Al-Bashir, Fatima Al-Farsi and Mohamed Kader

abstract
Consumer preference and purchase behavior towards natural sweeteners are pivotal for understanding dietary trends, especially as more people turn to healthier alternatives to refined sugars. This research examines the preference for Date Palm Present Juice and Gur as natural sweeteners among consumers. The research, conducted in a case research format, focuses on consumer attitudes, purchase behaviors, and the factors influencing their choices. The research employs quantitative and qualitative methods, including surveys and interviews, to gather data from a diverse consumer base. The findings reveal significant consumer interest in the nutritional benefits and authenticity of Date Palm products. Additionally, the research explores the impact of taste, price, availability, and marketing strategies on consumer decisions. The results suggest that while consumers are increasingly aware of the health benefits of natural sweeteners, factors such as pricing and accessibility remain critical to widespread adoption. The research concludes with recommendations for producers and marketers of Date Palm-based sweeteners, aiming to capitalize on the growing trend of health-conscious consumerism. This research contributes to a deeper understanding of the market dynamics surrounding natural sweeteners and offers valuable insights for businesses seeking to expand their presence in this growing market segment.