Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional study
Modern consumers ask for foods that have beneficial effects beyond the traditionally known nutritional role. This is the core definition of functional foods, however, many consumers are confused with what functionality represents. Milk and dairy products stand out as the largest segment of functiona...
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Croatian Dairy Union
2020-01-01
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| Series: | Mljekarstvo |
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| Online Access: | https://hrcak.srce.hr/file/354090 |
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| author | Ines Banjari Maja Domiter Tihana Ostrognjaj Ivana Petrović Vidić |
| author_facet | Ines Banjari Maja Domiter Tihana Ostrognjaj Ivana Petrović Vidić |
| author_sort | Ines Banjari |
| collection | DOAJ |
| description | Modern consumers ask for foods that have beneficial effects beyond the traditionally known nutritional role. This is the core definition of functional foods, however, many consumers are confused with what functionality represents. Milk and dairy products stand out as the largest segment of functional foods. Given the diversity of Croatia’s functional dairy market, the aim of this study was to conduct market analysis and to analyse whether consumers’ attitudes towards functional foods in general, and specifically functional dairy products, changed throughout years (by comparing year 2011/12 to 2019). Market analysis was done according to the standardized methodology while for consumer’s attitudes an online, study-specific questionnaire was used. The same questionnaire was used for both study years. Total of 231 participants in 2011/12 and 221 in 2019 completed the questionnaire. In comparison to 2011/12, statistically less people are buying functional foods (44.3 % in 2019 vs 63.5 % in 2011/12, p=0.026) but the awareness improved over time, especially regarding probiotics. Within eight years, two new growing categories of functional dairy were identified; yoghurt with chia seeds and high-protein products, while the range of lactose-free products bloomed. Cross-sectional analysis showed that the only consistent independent indicator of consumer’s decision to buy a functional over a regular product is the self-care for health, which increases the likelihood by 50.2 %. Unlike eight years ago, pre-existence of a medical condition increases the likelihood to buy a lactose-free product (by 47.4 %), regardless of what the medical condition is. Despite some positive shifts observed, general awareness of what functionality represents and what is the intended purpose of a product is fragmentary. Our findings support the need for stronger, specifically targeted evidence-based communication towards the consumers. |
| format | Article |
| id | doaj-art-b2f6b6a323e14240a2e6791a5d828b69 |
| institution | Kabale University |
| issn | 0026-704X 1846-4025 |
| language | English |
| publishDate | 2020-01-01 |
| publisher | Croatian Dairy Union |
| record_format | Article |
| series | Mljekarstvo |
| spelling | doaj-art-b2f6b6a323e14240a2e6791a5d828b692025-08-20T03:39:18ZengCroatian Dairy UnionMljekarstvo0026-704X1846-40252020-01-0170424225210.15567/mljekarstvo.2020.0402Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional studyInes Banjari0Maja Domiter1Tihana Ostrognjaj2Ivana Petrović Vidić3Josip Juraj Strossmayer University of Osijek, Faculty of Food Technology, Department of Food and Nutrition Research, F. Kuhača 20, HR-31000 Osijek, CroatiaJosip Juraj Strossmayer University of Osijek, Faculty of Food Technology, Department of Food and Nutrition Research, F. Kuhača 20, HR-31000 Osijek, CroatiaEKO KOTOR d.o.o., J. Slavenskog 7, 40329 Kotoriba, CroatiaDukat d.d., Velike Sredice 11, 43000 Bjelovar, CroatiaModern consumers ask for foods that have beneficial effects beyond the traditionally known nutritional role. This is the core definition of functional foods, however, many consumers are confused with what functionality represents. Milk and dairy products stand out as the largest segment of functional foods. Given the diversity of Croatia’s functional dairy market, the aim of this study was to conduct market analysis and to analyse whether consumers’ attitudes towards functional foods in general, and specifically functional dairy products, changed throughout years (by comparing year 2011/12 to 2019). Market analysis was done according to the standardized methodology while for consumer’s attitudes an online, study-specific questionnaire was used. The same questionnaire was used for both study years. Total of 231 participants in 2011/12 and 221 in 2019 completed the questionnaire. In comparison to 2011/12, statistically less people are buying functional foods (44.3 % in 2019 vs 63.5 % in 2011/12, p=0.026) but the awareness improved over time, especially regarding probiotics. Within eight years, two new growing categories of functional dairy were identified; yoghurt with chia seeds and high-protein products, while the range of lactose-free products bloomed. Cross-sectional analysis showed that the only consistent independent indicator of consumer’s decision to buy a functional over a regular product is the self-care for health, which increases the likelihood by 50.2 %. Unlike eight years ago, pre-existence of a medical condition increases the likelihood to buy a lactose-free product (by 47.4 %), regardless of what the medical condition is. Despite some positive shifts observed, general awareness of what functionality represents and what is the intended purpose of a product is fragmentary. Our findings support the need for stronger, specifically targeted evidence-based communication towards the consumers.https://hrcak.srce.hr/file/354090functional dairymarket analysisconsumer attitudesconsumer awarenesshealth benefits |
| spellingShingle | Ines Banjari Maja Domiter Tihana Ostrognjaj Ivana Petrović Vidić Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional study Mljekarstvo functional dairy market analysis consumer attitudes consumer awareness health benefits |
| title | Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional study |
| title_full | Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional study |
| title_fullStr | Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional study |
| title_full_unstemmed | Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional study |
| title_short | Consumers’ attitudes towards functional dairy market in Croatia - a cross-sectional study |
| title_sort | consumers attitudes towards functional dairy market in croatia a cross sectional study |
| topic | functional dairy market analysis consumer attitudes consumer awareness health benefits |
| url | https://hrcak.srce.hr/file/354090 |
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