A latent profile analysis of attitudes towards artificial sweetener consumption among adults in Saudi Arabia

Background Artificial sweeteners are increasingly used as substitutes for added sugars, particularly in regions undergoing rapid dietary changes such as Saudi Arabia. However, little is known about how attitudes toward these products vary across individuals and how these attitudes relate to consumption patterns. This study aimed to identify distinct attitudinal profiles toward artificial sweeteners among Saudi adults and to examine their association with consumption behaviors. Methods A cross-sectional study was conducted between November 2023 and February 2024 among 386 adults in Saudi Arabia. Data was collected using an online questionnaire assessing socio-demographic characteristics, attitudes toward artificial sweeteners using the Artificial Sweetener Attitude Scale (AASS), and consumption frequency. Latent Profile Analysis (LPA) was applied to identify subgroups based on attitude dimensions. Results Three profiles emerged—benefit-oriented, risk-sensitive, and neutral—differing in perceived benefits, risks, trust in regulatory authorities, and preference for natural foods. Consumption followed a clear gradient, highest among benefit-oriented and lowest among risk-sensitive participants ( p = 0.004). Educational level was the only socio-demographic variable associated with profile membership at the bivariate level ( p = 0.035), but this did not persist after adjustment for age, sex, income, region, marital status, and employment status; age and region instead emerged as independent predictors. Lower consumption among risk-sensitive participants remained significant after full adjustment (B = −6.51, p = 0.002), not attributable to demographic confounding. Conclusion Distinct attitudinal profiles are associated with artificial sweetener consumption among Saudi adults, robust to demographic adjustment, whereas education alone does not independently explain profile membership. The observed alignment between perceptions and behavior underscores the importance of moving beyond one-size-fits-all strategies. These findings support tailored public health interventions and risk communication over one-size-fits-all strategies in Saudi Arabia.