Probiotic dairy platforms - consumer attitudes and purchasing habits
by Tina Vukasović; Aleksandra Zajc; John L. Stanton
International Journal of Innovation and Learning (IJIL), Vol. 36, No. 4, 2024

Abstract: The objective of this paper is to better understand consumers' attitudes, expectations and behaviour toward probiotic milk products in selected European country. The method used for data collection was a structured online questionnaire. The survey revealed an important functional correlation between consumers and probiotic dairy products in terms of their beneficial effects on digestion and overall health. In addition to the good taste that consumers recognised in probiotic dairy products, the quality and naturalness of the product, which is expressed in the attributes 'natural aroma' and 'free of artificial colours', are also important. The aforementioned attributes have proved to be crucial for the future communication strategy of probiotic dairy products. Consumer attitudes show that there is an opportunity to position probiotic around holistic health.

Online publication date: Mon, 07-Oct-2024

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