In recent years, consumers have shifted toward healthier dietary choices. This change is driven by a growing awareness of lifestyle-related diseases like obesity, diabetes, and heart problems. This study focuses on understanding consumers' health awareness and their willingness to pay for sugar-free products. Health consciousness is the extent to which people are aware of and care about their health, which affects their buying choices. The research looks at how factors like age, income, education, and lifestyle influence consumer preferences for sugar-free options. It also investigates whether consumers view sugar-free products as valuable and worthy of the higher prices usually attached to them.