Examining the Intention of Greek Consumers to Purchase Functional Yoghurts: An Empirical Survey

Functional foods are foods that have been enriched or fortified with additional nutrients or bioactive compounds that are believed to provide health benefits beyond their basic nutritional value. These foods are designed to promote health and prevent or manage certain health conditions. Examples of functional foods include probiotics, which are live bacteria that are added to some dairy products and fermented foods to promote gut health. Functional foods are often developed through a process of scientific research and testing and are regulated by government agencies to ensure that they are safe and effective for human consumption. They are typically marketed as a healthier alternative to traditional foods and are often targeted toward individuals with specific health concerns or dietary needs. Despite that, very little is known about the attitudes of everyday consumers toward functional foods. The present study aspires to contribute toward filling that gap, offering insights to companies that consider introducing such products into the food market. Under that context, this empirical study explores the attitudes of Greek consumers toward functional yoghurts. The Greek dairy market was selected, since it represents a significant share of the whole food market. Greek yoghurt has been shown to be a crucial component of a nutritious diet, with people around the globe acknowledging its nutritional benefits and incorporating it into their diets. In Greece, there are many top-notch dairy industries with global reach, and consumers are increasingly discerning when it comes to the quality of the yoghurt they consume. The present quantitative study is based on previous qualitative research (i.e., focus groups) that laid the background for this empirical attempt. A structured questionnaire was developed and distributed to 996 Greek consumers. Results indicate the profile of consumers that are more likely to purchase functional yoghurts and underline statistically significant differences between various consumer groups. Finally, the study offers managerial implications to dairy industries and proposes directions for future market research.