Consumer-driven research using projective techniques identified eight distinct consumer profiles for functional yogurt in Brazil, revealing that health benefits (especially probiotics and intestinal health) are the primary motivation while price and taste are the main barriers to consumption.
Key Findings
Results
Consumers perceive a strong relationship between functional yogurt consumption and health benefits, particularly probiotics and intestinal health.
Study conducted via online questionnaire with n=177 yogurt consumers from all regions of Brazil
Qualitative projective techniques were used to elicit consumer perceptions
Textual analysis was performed using IRaMuTeQ® software
Correspondence Analysis (CA) was also applied to analyze responses
Probiotics and their relationship with intestinal health were the most prominently identified health associations
Results
Consumers showed a preference for traditional flavors of functional yogurt, particularly strawberry and red berries.
Traditional flavors such as strawberry and red berries were identified as preferred among participants
Flavor preferences were identified through the consumer-driven qualitative approach
These preferences were identified as relevant inputs for product development
The finding suggests that innovative functional yogurts should consider familiar flavor profiles to align with consumer expectations
Results
The main barriers to functional yogurt consumption were price (considered high) and taste (perceived as unpleasant).
Price was cited as a primary barrier, with consumers considering functional yogurts to be expensive
Taste was also identified as a significant barrier, perceived as unpleasant by some consumers
These barriers were identified through the qualitative projective techniques applied in the questionnaire
Understanding these barriers was positioned as essential for guiding product development and market strategies
Results
Textual analysis identified eight distinct consumer profiles, each with different motivations and expectations regarding functional yogurt.
Eight distinct consumer profiles were identified using Textual Analysis with IRaMuTeQ® software
Each profile exhibited different motivations and expectations toward functional yogurt consumption
The diversity of profiles highlighted the importance of personalization in developing new functional foods
The profiles also underscored the need for clear communication of health benefits in product marketing
Conclusions
The consumer-driven approach enabled the integration of consumer needs into product development, favoring greater acceptance and market potential.
The study used qualitative projective techniques as an innovative approach to guide functional food development
Research was conducted with participants from all regions of Brazil, providing nationally representative data
The consumer-driven methodology was structured to align product development with consumer expectations
The authors concluded that this approach favors 'greater acceptance and market potential' for functional yogurt products
de Aguiar Freire C, de Souza Moreira C, de Souza V, Massola G, de Assis A, Patinho I, et al.. (2025). Understanding consumer perceptions to guide the design of functional yogurts: Evidence from a Brazilian online survey.. Food research international (Ottawa, Ont.). https://doi.org/10.1016/j.foodres.2025.117874