The Brazilian Health Regulatory Agency (ANVISA) classifies functional foods as those that contain a functional property and those that help health maintenance. The objective of this study was to characterize the consumer profile of functional dairy foods in the city of Cuiabá-MT. Aiming to identify the profile of this consumer, the following demographic factors were analyzed: gender, family income, schooling, among others. The results showed that the predominant family income was between 2 to 5 minimum wages for group A respondents and 5 to 10 minimum wages for group B interviewees. According to the data found, 50% of the respondents in group A prioritize the nutritional quality in a food product. On the other hand, the respondents in group B value the flavor, 58.3%. It has been found that most consumers in group B believe that the price of functional dairy is fair. However, group A believes that the price of these foods is expensive. The research revealed that a large part of the consumer public has characteristics in common , with emphasis on healthy practices. This way, it was possible to observe that there is a great opportunity for the manufacturers of functional dairy products according to the consumption profile identified in the research.
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