Profile of Brazilian Chia Consumers: Knowledge of Health Benefits and Recipes for Consumption

Chia is recognized for its important nutritional and technological properties. Chia seeds are currently grown in various regions around the world, including Brazil. However, studies evaluating chia consumption are still scarce. This study aimed to investigate the characteristics of chia consumers in Brazil, including their knowledge of the seed's properties, consumption habits, and culinary uses. A self-administered questionnaire was used. A total of 747 individuals participated in the survey, with 468 reporting consuming chia and 279 reporting not consuming chia. Females (67.1%) and individuals with a high level of education (67.6%) were the groups most likely to report consuming chia. The word "fibre" was the term most frequently associated with chia by the participants. Most participants reported consuming chia daily (23.7%) or weekly (39.7%). Chia was mostly incorporated in yoghurt (n = 313), fruit (n = 301), and smoothies (n = 160). Improvement in bowel function, increased satiety, and contribution to weight loss were the most cited health benefits associated with chia consumption. Non-consumption of chia was mainly related to lack of habit (31.5%), aversion to the taste (30.8%), or lack of familiarity with the product (7.5%). However, non-consumers indicated that they would be interested in consuming chia if they were aware of its health benefits. These findings highlight the importance of consumer education and clear communication of health information to promote the chia consumption. The study suggests that developing chia-based or chia-enriched products can combine health benefits with taste, convenience, and accessibility.