Skyr yogurts : the future of this emerging market

• Autor(a) principal: Afonso, Joana Martins de Carvalho
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26242
• topic: Skyr; Yogurt; Protein; Dairy; Functional food; Lifestyle; Iogurtes; Proteína; Lacticínios; Alimentação funcional; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The aim of this dissertation is to analyse the possibilities of improving the Skyr yogurts market, by investigating the attitudes towards its consumption and consumers’ perceptions of this dairy. Therefore, the reasons why people are changing their concerns for their lifestyle, towards a healthier way of living, focusing mainly on their diets, are evaluated. The Functional Food category is, as such, used as a starting point, to assess the areas of study, namely: attitudes, acceptance and attributes. This study’s methodology consists of qualitative and quantitative research, and data was collected firstly through in-depth interviews with key opinion leaders in this area, Skyr consumers and non-consumers. Then, an online questionnaire was shared, which enabled the collection of 405 answers for further analysis. Concerning results, it is possible to find that people are concerned with living a healthier lifestyle, with special care for their diet and the practice of physical activities. Additionally, it is feasible to understand which attributes of Skyr yogurts positively influence the overall satisfaction of consumers, and analyse its consumption with the distinction of different sociodemographic characteristics. Therefore, it is possible to discover this emerging market, in particular its consumers and different competitors, considering Portugal. This research study, focused on Skyr yogurts, is a reasonable source for organizations in the food sector, to understand consumers’ preferences and the need for possible innovations in this area.