Understanding consumer perceptions to guide the design of functional yogurts: Evidence from a Brazilian online survey

Functional yogurt has emerged as a promising alternative in the food market because it offers specific health benefits in addition to basic nutrition. As consumer demand for healthier and more personalized products increases, it becomes essential to deepen the understanding of their perceptions and motivations towards functional yogurt consumption, especially through innovative approaches. This study aimed to use the consumer-driven approach as a strategy to develop an innovative product that aligns with consumer expectations. The research was conducted using an online questionnaire, structured with qualitative projective techniques, applied to yogurt consumers from all regions of Brazil. The responses (n = 177) were analyzed using Textual Analysis with IRaMuTeQ® software and Correspondence Analysis (CA). The results revealed that consumers perceive a strong relationship between the consumption of functional yogurts and health benefits, especially probiotics and their relationship with intestinal health. Participants also showed a preference for traditional flavors, such as strawberry and red berries, while the main barriers to consumption were linked to price (considered high) and taste (perceived as unpleasant). Textual analysis identified eight distinct consumer profiles, each with different motivations and expectations. It was concluded that research based on consumer perceptions enabled the integration of consumer needs into product development, favoring greater acceptance and market potential. The diversity of profiles highlighted the importance of personalization and clear communication of benefits in the development of new functional foods.