Consumers’ perception of milk and dairy products in Brazil.

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dc.contributorLAURA DESTRO RODRIGUES, UNIVERSIDADE FEDERAL DE VIÇOSA; KENNYA BEATRIZ SIQUEIRA, CNPGL; VALÉRIA PAULA RODRIGUES MINIM, UNIVERSIDADE FEDERAL DE VIÇOSA.
dc.creatorRODRIGUES, L. D.
dc.creatorSIQUEIRA, K. B.
dc.creatorMINIM, V. P. R.
dc.date2026-06-02T18:49:07Z
dc.date2026-06-02T18:49:07Z
dc.date2026-06-02
dc.date2026
dc.date.accessioned2026-07-07T04:01:27Z
dc.descriptionMilk 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.
dc.formatp. 135-143.
dc.identifierIn: INTERNATIONAL FARM MANAGEMENT CONGRESS, 25., Rosario, 2026. Peer reviewed papers. Bristol: International Farm Management Association, 2026.
dc.identifierhttp://www.alice.cnptia.embrapa.br/alice/handle/doc/1187317
dc.identifier.urihttp://hdl.handle.net/123456789/450749
dc.languageeng
dc.rightsopenAccess
dc.subjectProduto Derivado do Leite
dc.subjectConsumo
dc.subjectConsumidor
dc.subjectLaticínio
dc.subjectQueijo
dc.subjectManteiga
dc.subjectIogurte
dc.titleConsumers’ perception of milk and dairy products in Brazil.
dc.typeArtigo em anais e proceedings

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