Consumer Attitudes Towards Private-Label Yogurts and Yogurt Packaging

The Greek yoghurt market is characterized by competition, top-notch dairy industries, and demanding customers. This aim of this qualitative study was to investigate two increasingly important issues for the Greek yogurt market: the sales growth of private yogurts and the pivotal role of packaging in consumer decision-making. The methodology of focus groups and the thematic analysis of the data collected during this method was chosen. The focus groups sessions that took place involved a semi structured discussion where customers were questioned about the factors affecting their yoghurt preferences in packaging. Thematic analysis, a well-established qualitative research method, served as the primary methodology for this study. Firstly, five focus groups were conducted, involving a total of thirty-nine (39) yogurt consumers. These sessions delved into consumer perceptions regarding yogurt, private-label options, and packaging preferences. Secondly, data from five focus groups was analysed using thematic analysis was carried out with the aim of identifying the main issues concerning or affecting the consumption habits of consumers. The results led to the identification of four key themes: yogurt preferences, perceptions of private-label products, packaging preferences, and considerations for eco-friendly packaging. In general, results showed that consumers are looking for the right colour and shape in yogurt packaging, while also demanding that it is of high quality, to ensure the safety of the product without burdening the environment. For private label yogurts, consumer adoption appears to be increasing due to prevailing market conditions. These products are gradually gaining ground and establishing footholds in the market.