Consumers’ attitude and opinion towards different types of fresh cheese: an exploratory study

BARROS, Cássia Pereira de; ROSENTHAL, Amauri; WALTER, Eduardo Henrique Miranda; DELIZA, Rosires

doi:10.1590/1678-457X.00616

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Food Science and Technology

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Research Paper • Food Sci. Technol (Campinas) 36 (3) • Jul-Sep 2016 • https://doi.org/10.1590/1678-457X.00616 copy

Consumers’ attitude and opinion towards different types of fresh cheese: an exploratory study

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Fresh cheese stands out for its tradition and widespread consumption in Brazil. However, there is a lack of information on motivation towards the consumption of available fresh cheeses in the Brazilian market. Focus group sessions were used to explore consumers’ attitude and opinion about fresh cheese. Products with different characteristics were used to stimulate discussion among participants including cheese with “no added salt”, the claim “contains probiotic microorganisms” and products processed with goat milk. The salt content played an important role on the consumer intention to purchase of fresh cheese. Participants stated that they would consume cheese without salt only by following a medical prescription. However, the subjects declared that they would buy reduced salt cheese if such reduction would not compromise the flavor. The meaning of the claim “contains probiotic microorganisms” was often declared as unknown during the discussion. However, they would buy a probiotic product. In addition, it was mentioned that a premium price would be paid for such functional cheese. Participants declared that would buy goat cheese. Nevertheless, to pay a higher price over the conventional one was a controversial and debatable issue among consumers. Results revealed important implications for the development of marketing strategies for fresh cheese.

Keywords:
consumer; Focus group; fresh cheese; labelling; packaging

Product	Description	Image
1	Fresh goat cheese. Front label with the following information: fresh goat cheese, brand, package weight: 4 g, must be weighed in the presence of the consumer, consume within 5 days after opening, does not contain gluten, Brazilian industry; inspection seal SIS (State Inspection Service).
2	Fresh goat cheese. Front label with the following information in red: brand and goat cheese in the English and French languages. Back label in white color and written in black, in several languages, nutrition facts, weight 113 g, produced in France; damaged paper label with the same information in Portuguese, with hampered visualization.
3	Minas fresh cheese. Information on top: Minas fresh cheese without salt, you are acquiring a fresh product without preservatives, must be weighed in the presence of the consumer, consume within 7 days after opening, package weight 18 g, contains no gluten, brand name, Brazilian industry; inspection seal SIS.
4	Ultra filtered fresh cheese. Top and sides with the following information: ultra filtered fresh cheese; Bifidobacterium animalis contributes to the balance of intestinal flora. Consumption must be associated with a balanced diet and healthy lifestyle; the left corner, with small print, the following information: contains from 10⁸ to 10¹² colony forming units (CFU) of Bifidobacterium animalis per 50 g; Brazilian industry, weight 250 g. Bottom panel with inspection seal SIF (Federal or Country Inspection Service) and text: consume within 5 days from opening, contains no gluten.
5	Fresh Minas cheese. with probiotic information. At the top, highlighted, the following information: brand, Biofrescal, fresh Minas cheese contains probiotic microorganisms, and arranged around the label in very small letters: does not contain gluten; Bifidobacterium lactis (probiotic) contributes to the balance of intestinal flora. Consumption must be associated with a balanced diet and a healthy lifestyle; Contains more than 108 colony forming units (CFU) of Bifidobacterium lactis per portion of 30 g. Suggested intake: minimum of 30 g (1 slice) per day. Inspection seal SIF printed in the frontal panel.
6	Fresh Minas cheese. Front label with the information: brand, fresh Minas cheese, Sanbios, contains probiotic microorganisms; Bifidobacterium lactis (probiotic) contributes to the balance of intestinal flora. Consumption must be associated with a balanced diet and a healthy lifestyle; 1 slice = 17% of the recommended daily dose of calcium! % DV, must be weighed in the presence of the consumer, Brazilian industry. Back label with inspection seal SIF and ISO 9001 quality stamps. In green color, the following information: Suggested intake: minimum 30 g (1 slice) per day. Each 30g contains more than 10⁸ colony forming units (CFU) of Bifidobacterium lactis*; consume within 5 days from opening, weight of the package, does not contain gluten.

Characteristics		Frequency (%)
Characteristics	Session 1 (n=8)	Session 2 (n=7)	Session 3 (n=7)
Gender
Male	37.5	28.6	42.9
Female	62.5	71.4	57.1
Age (years)
18-29	0	0	100
30-39	0	28.6	0
40-49	75	57.1	0
50-59	25	14.3	0
60-69	0	0	0
Education level
Fundamental	12.5	0	0
High school	62.5	14.3	28.6
Graduate degree	25	14.3	57.1
Post Graduate degree	0	71.4	14.3
Monthly family income
(Brazilian minimal wages^* * Brazilian minimal wages (2014) = R$ 724,00. )
1 a 5	87.5	0	57.1
5 a 10	12.5	28.6	42.9
10 a 20	0	28.6	0
> 20	0	42.8	0

Stimuli	Comments
	Label: I liked the package; These red and blue colours made it different from all others. Illustration: Draws attention and the coat of arms gives an idea of tradition. Price: I would only pay more, if I tried and liked it. Brand: Unknown, was not considered negative point Information: Complete, visible and well distributed.
	Label: Paper label on a product that must be kept refrigerated, it is controversial. Could be a plastic label. Illustration: I liked more the other goat picture. Price: I would not pay more. Brand: Well-known brand; it has influence in the product purchase. Information: Written in foreign language, I cannot read it, the text size is too small, too much information.
	Label: Resistant package, it provides greater integrity of the cheese. Illustration: I did not like the pictures. It is too awkward. Price: I would not pay more because it contains no salt, only if I had too. Brand: Unknown brand; I would not buy because I do not know the brand. Information: Contains no salt, looks like ricotta, and seems to have no flavour. The information “no food preservatives” counted positively to me.
	Label: The package hides the product, cannot take a good look at the product, had to look through the sides. Illustration: Tries to imply the message of being (a) healthy (product), showing a picture of whole wheat bread and yogurt with granola. Price: I would pay more for the novelty Brand: Well-known brand, it influences the product purchase because consumers trust in the brand. Information: Provides no information regarding what the ultra filtration process is; it is not clear that it is a probiotic product.
	Label: The package of the product seems to be fragile. Illustration: I could not catch the meaning of the mulberry picture; The clock is a reference to the biological clock. Price: I would not pay more because I did not like the package. Brand: Not known by all participants, it hasn´t represented a negative aspect. Information: Not easily seen, the text size is too small.
	Label: The package is opaque, cannot see if the cheese is deteriorated or not. Illustration: There could be a picture of a cheese, at least. Price: I would not pay more because I did not like the package. I cannot see the cheese. Brand: Not known by all participants, it has not represented a negative aspect. Information: Clear and well-arranged information. The best label among those presented.

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[1] *Corresponding author: rosires.deliza@embraa.br