Título:	Consumers’ perception of milk and dairy products in Brazil.
Autoria:	RODRIGUES , L. D. SIQUEIRA, K. B. MINIM, V. P. R.
Afiliação:	LAURA DESTRO RODRIGUES, UNIVERSIDADE FEDERAL DE VIÇOSA; KENNYA BEATRIZ SIQUEIRA, CNPGL; VALÉRIA PAULA RODRIGUES MINIM, UNIVERSIDADE FEDERAL DE VIÇOSA.
Ano de publicação:	2026
Referência:	In: INTERNATIONAL FARM MANAGEMENT CONGRESS, 25., Rosario, 2026. Peer reviewed papers. Bristol: International Farm Management Association, 2026.
Páginas:	p. 135-143.
Conteúdo:	Milk and dairy products are traditionally recognized for their nutritional and health benefits, yet little is known about how consumers perceive them. Understanding consumer attitudes, beliefs, and associations is crucial, as such perceptions influence purchasing decisions, acceptance, and consumption patterns. This study aimed to investigate consumers’ perception of milk and dairy products in order to define the current image of these products within the diet and explore opportunities for sectoral development. The research applied an online survey using the Free Word Association technique to capture spontaneous perceptions related to the main consumed products in Brazil, including milk, yogurt, cheese, butter, and condensed milk. Data were analyzed to identify the most frequent attributes, symbolic associations, and potential directions for product positioning. Results indicated that milk and yogurt are strongly associated with health, nutrition, and everyday consumption contexts. Cheese and condensed milk emerged with an indulgent and cultural image, with cheese linked to taste and versatility, being consumed alone or in pairing and recipes, while condensed milk was only related to recipes and taste. Butter was also predominantly perceived as an ingredient, but it was focused on daily cooking. Overall, the findings highlight how consumer perceptions can be strategically leveraged to orient marketing approaches, strengthen communication initiatives, and inspire innovation in product development. By uncovering the symbolic and functional roles attributed to different dairy products, this study contributes to guiding the dairy sector in creating more consumer-oriented strategies and enhancing its market value.
Thesagro:	Produto Derivado do Leite Consumo Consumidor Laticínio Queijo Manteiga Iogurte
Tipo do material:	Artigo em anais e proceedings
Acesso:	openAccess
Aparece nas coleções:	Artigo em anais de congresso (CNPGL)