Researchers asked 177 yogurt-eating Brazilians what they think about special yogurts designed to boost health. Most people loved the idea of yogurts with probiotics (good bacteria) that help digestion, and they preferred classic flavors like strawberry. However, many said these yogurts cost too much and sometimes don’t taste great. The study found eight different types of yogurt shoppers, each wanting something different. Understanding what people actually want helps companies create yogurts that more people will buy and enjoy.

The Quick Take

  • What they studied: What do Brazilian yogurt consumers think about special yogurts made to improve health? What flavors do they like? What stops them from buying these products?
  • Who participated: 177 people from all regions of Brazil who regularly eat yogurt. They answered questions online about their thoughts on functional yogurts (yogurts with added health benefits).
  • Key finding: Most consumers strongly believe that special yogurts with probiotics help with digestive health. They prefer familiar flavors like strawberry and red berries, but high prices and unpleasant tastes are the biggest reasons people don’t buy them.
  • What it means for you: If you’re interested in healthier yogurt options, companies are now paying attention to what real customers want. This means future yogurts may taste better, cost less, and actually deliver the health benefits people are looking for—though results vary by person.

The Research Details

Researchers created an online survey and sent it to yogurt eaters across Brazil. The survey used special questioning techniques that help people express their true feelings about products. Instead of just asking “Do you like this?” they used creative methods to understand deeper motivations. A total of 177 people completed the survey. The researchers then used computer software to analyze all the written responses, looking for patterns and grouping similar answers together. They also used a statistical method called Correspondence Analysis to see which ideas connected to each other.

Understanding what real customers think is crucial before companies spend money developing new products. By asking people directly what they want, companies can create yogurts that people actually like and will buy. This approach saves time and money while making sure new products meet real customer needs rather than what companies think people want.

This study directly asked consumers about their preferences, which is a reliable way to understand what people think. The large geographic spread across Brazil gives a good picture of different regional preferences. However, the study only included 177 people, which is a moderate sample size. The online format means it may have missed people without internet access. The study was conducted at one point in time, so preferences might change over time.

What the Results Show

The most important finding was that consumers strongly connect functional yogurts with health benefits, particularly probiotics and digestive health. When people think about these special yogurts, they immediately think about gut health and feeling better. Consumers showed a clear preference for traditional, familiar flavors—strawberry and red berries were the favorites. These classic flavors made people feel confident about trying the product. The research identified eight completely different consumer groups, each with unique reasons for buying (or not buying) functional yogurts. Some people are health-focused and willing to pay more, while others are price-conscious and need convincing about benefits.

Price emerged as a major barrier to purchase. Consumers felt that functional yogurts cost significantly more than regular yogurts, and many questioned whether the extra cost was worth it. Taste was another important issue—some people found the flavor of functional yogurts unpleasant or different from what they expected. The study showed that clear communication about benefits matters greatly. When companies explain exactly how probiotics help digestion, people are more interested in trying the product. The eight different consumer profiles suggest that one-size-fits-all marketing won’t work; different groups need different messages.

This research builds on earlier studies showing that consumers care about health benefits in food. Previous research found that probiotics are popular, and this study confirms that finding in the Brazilian market specifically. The identification of multiple consumer types aligns with other research showing that people have different motivations for buying health foods. This study adds new information by showing exactly what Brazilian consumers want, which may differ from other countries.

The study included only 177 people, which is a moderate number. A larger group might show different patterns. The survey was online, which means it only reached people with internet access and may have missed older adults or rural populations. The study captured opinions at one moment in time, so preferences might change. The study asked about perceptions and preferences but didn’t track whether people actually bought and used these products, which could be different from what they said they wanted.

The Bottom Line

If you’re interested in functional yogurts for digestive health, the evidence suggests that yogurts with probiotics may be worth trying, especially if you have digestive concerns. Look for products with clear labeling about probiotic content. Start with familiar flavors you already enjoy. If price is a concern, compare costs and consider whether the potential health benefits justify the extra expense for your situation. Confidence level: Moderate—this is based on consumer preferences, not clinical health studies.

This research matters most to yogurt companies and food developers who want to create products people will actually buy. It’s relevant to consumers interested in digestive health and functional foods. People managing digestive issues may find this helpful for understanding probiotic yogurt options. This research is less relevant to people who don’t eat yogurt or have dairy allergies.

If you try a probiotic yogurt, you might notice digestive changes within a few days to a few weeks, though this varies by person. The benefits of probiotics typically develop gradually with regular consumption over weeks to months. Don’t expect overnight results; think of it as a long-term addition to your diet.

Want to Apply This Research?

  • Track your daily yogurt consumption and note the brand, flavor, and type (regular vs. functional). Also track digestive symptoms like bloating, regularity, or discomfort on a scale of 1-10 to see if functional yogurts make a difference for you personally.
  • Try one new functional yogurt flavor per week, starting with traditional flavors like strawberry. Note which ones you actually enjoy and would buy again. Compare prices across brands to find options that fit your budget. Set a goal to consume functional yogurt 3-5 times per week if digestive health is your goal.
  • Keep a 4-week food and symptom diary. Record what yogurt you ate, when you ate it, and how you felt afterward. Look for patterns—do certain brands or flavors work better for you? Do you notice changes in digestive comfort? Use this personal data to decide if functional yogurts are worth the extra cost for your situation.

This research describes what consumers think about functional yogurts based on a survey of 177 Brazilian yogurt eaters. It does not prove that functional yogurts cure or treat any health condition. While probiotics are generally recognized as safe, individual results vary greatly. If you have digestive problems, allergies, or are taking medications, consult your doctor before making significant dietary changes. This study reflects opinions and preferences, not clinical health outcomes. Always check product labels for allergen information and consult healthcare providers for personalized nutrition advice.