Impact of food choice and consumption profile on the perception of food coloring on kefir labels: Insights of the projective technique of Product Personality Profiling.

As consumer awareness of food expands, as does the understanding of the correlation between nutrition and health benefits, consumers are increasingly looking for healthier foods. One of these aspects can be observed in the search for foods with clean labels and with the removal/replacement of artificial additives, such as coloring. However, there are still no studies on the perception of foods with a positive reputation, such as fermented dairy. The present work aimed to evaluate the consumers' perception (n = 121) of kefir labels with the addition of food dyes from different origins (KN = natural kefir / no dye; KCA = kefir added with artificial coloring; KCN = kefir added with natural coloring; KCR = kefir added with coloring from fruit residues), associating data obtained through Product Personality Profile (PPP) and the Food Choice Questionnaire (FCQ). Based on FCQ's data, consumers were subdivided into three distinct clusters with specific profiles - Conscious, Balanced, and Flexible - and had their perceptions of each of the kefir labels described by PPP and Multidimensional Alignment Analysis (MDA). By consensus, the groups associated the KN label with individuals concerned about healthy eating and diets, reaffirming the positive commercial positioning of kefir. At the same time, for KCA, a contrasting association was observed. The Conscious group noted the samples better, emphasizing the correlation of KCR (with added fruit residue dye) with an adult female, married and engaged in physical activity. KCN was correlated with a young, single, student and gym or running target group stands out for the Balanced group. The Flexible one also associated the consumption of KCA with a young audience, ranging from athletic to overweight, with a normal to unbalanced diet. In summary, different impacts on the perception of kefir labels could be elicited with the correlation of FCQ, PPP, and MDA, emphasizing the importance of exploring market segments and design strategies for the target audience.

Influence of different levels of ethnocentrism of the Brazilian consumer on the choice of dulce de leche from different countries of origin.

Dulce de leche, a concentrated dairy product with high added value, is an essential product of Brazilian culture. However, with a competitive market among economic blocks, it is important to know if the country of origin influences the perception of consumers and the intention to purchase a product, aiming to boost production in the domestic market. This study aimed to assess the impact of different levels of ethnocentrism on the consumer perception and buying behavior toward dulce de leche (DL) from other countries (Argentina, Uruguay, and Brazil). Through an online survey, participants' demographic data (n = 224) was collected. Then they were encouraged to identify the purchase motivation using the Hard Laddering (HL) methodology and to assess the consumer's level of ethnocentrism (CE) with CESTSCALE. Three distinct groups were identified: high, moderate, and low ethnocentric. Consumers with high CE declared themselves conservative, with a more significant number of self-employed workers, and prefer and always buy national products. This group had a robust dominant chain only for the national product, highlighting the flavor and quality, and values ​​of nationalism and solidarity with local producers. On the other hand, consumers with low CE were self-declared liberal and had a higher level of education. They demonstrated significantly more favorable attitudes and intentions towards purchasing imported products due to improved quality, although patriotic behavior was also evident. We conclude that with CETSCALE, it was possible to identify that the sample of the Brazilian population studied has different levels of CE, which strongly impact the purchase attitude of products, especially the imported ones. However, it was only through the HL technique that it was noticed that, in addition to its intrinsic characteristics, patriotism is an important factor for the product and can be used as a sales motivator. This study demonstrated the importance of promoting the development of DL in the domestic market and encourage aspects of the origin, as they are fundamental in the choice of this product by the consumer, which helps local industries.

How buyer-focused projective techniques can help to gain insights into consumer perceptions about different types of eggs.

This study aimed to analyze the consumer perception (n = 840) about different types of eggs using Product Personality Profiling and Shopping List tasks. White egg, brown egg, organic egg, free-range egg, and eggs enriched with omega 3 and vitamins were evaluated. The consumers associated the white egg with unhealthy, sedentary, and overweight individuals in the Product Personality Profiling task and people that are not concerned with health in the Shopping List task. The brown egg was associated with a person who does physical activity and has a healthy diet in the Product Personality Profiling task. The omega 3 egg was associated with a person concerned with health in the Shopping List task, which does physical exercises and follows a healthy diet in the Product Personality Profiling task. The vitamin-enriched egg was associated with people with health disorders in the Shopping List task and following a vegetarian/vegan diet in the Product Personality Profiling task. The free-range egg was associated with a man with a rugged personality, a healthy diet, and animal welfare concern. Finally, the organic egg was associated with a person concerned with animal welfare and a vegetarian/vegan diet. Shopping list and Product Personality Profiling projective techniques proved to be useful tools for understanding consumer perceptions and beliefs about eggs, providing similar or complementary results. The Shopping List was more appropriate in eliciting egg buyers' profile, while the Product Personality Profile shows the "target buyer".

Advantages of microfiltration processing of goat whey orange juice beverage.

The objective of this study was to evaluate the microbiological, physicochemical and functional quality of an innovative goat whey orange juice beverage (GOB) processed by microfiltration. The microfiltration (0.2 µm) of the GOBs had a variation on the feed temperature (20, 30, 40, 50 °C) and were compared to the conventional heat treatment LTLT (63 °C/30 min). Microbiological (aerobic mesophilic bacteria, mold and yeast and lactic bacteria), physicochemical (pH, color, rheology and volatile compounds) bioactive compounds (acid ascorbic, total phenolics) and functional activity (DPPH, ACE, α-amilase and α-glucosidase) analysis were performed. The GOB processed by microfiltration using at least 30 °C presented adequate microbial counts (less than 4, 3 and 4 log CFU/mL, for AMB, molds and yeasts and LAB, respectively). In general, the pH, color parameters, volatile and bioactive compounds were not influenced by microfiltration temperature, but presented a difference from the LTLT processing. The rheological parameters were influenced by MF temperature and the utilization of temperatures of 20° and 30 °C maintained the consistency similar to the LTLT sample, preserving the compounds responsible for the texture. Therefore, it is suggested a processing of GOB by microfiltration using mild temperatures (between 30° and 40 °C) to preserve consistency and also obtain a desirable microbial quality, beyond the preservation of many functional properties and volatile compounds.