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Insights Nutr Metab 2017

Volume 1 Issue 3

Nutrition World 2017

Notes:

Page 44

September 11-12, 2017 Edinburgh, Scotland

15

th

World Congress on

Advances in Nutrition, Food Science & Technology

Consumers’ acceptance and preferences for

functional dairy products in Iran

Marjan Bazhan, Nastaran Keshavarz-Mohammadi, Naser Kalantari,

Hedayat Hosseini and Hamid Alavi-Majd

Shahid Beheshti University of Medical Sciences, Iran

I

n the last decades, consumer demand for health-

enhancing food products, such as functional foods, has

rapidly grown due to rising costs of health care, increase in

life expectancy and desire for improved quality of life. Given

the novelty of functional dairy products in Iranian market,

and considering the fact that consumers’ acceptance play

an important role in the success of marketing a product,

this study was conducted to fill the knowledge gap in

this regard. Four hundred consumers aged between 25

to 65 years were selected from ten major chain stores

in different geographical areas in Tehran, the capital of

Iran, through multistage sampling method. The data were

collected by a researcher-made questionnaire that its

validity and reliability had been measured. In general, 95%

of the subjects consumed at least one of the functional

dairy products. Low-fat dairy products (91%) and vitamin

D or omega-3 polyunsaturated fatty acids fortified dairy

products (20%) had the highest and lowest percentage

of intake among the consumers, respectively. Women

(p=0.042), those with higher education (p=0.012) and

higher average attitude score (p==0.007), and households

with children under 18 (p=0.041) showed high acceptance

and preferences for functional dairy products. Familiarity

with functional dairy products and their health properties;

interest in maintaining and improving health and disease

prevention; sensory and non-sensory features of the

product such as taste, quality, price, having safety and

health sign, and being

Healthy; and the product availability were also found to

be related to the acceptance for functional dairy products.

To the best of our knowledge, this study is the first in

this regard in Iran. The factors listed above should be

considered both in productions of dairy foods and in their

promotion plans. This understanding can contribute to

success of interventions to increase consumption of these

products among consumers.

Biography

Marjan Bazhan is working at the Faculty of Nutrition Sciences and Food

Technology, Shahid Beheshti University of Medical Sciences, Iran. She

received her PhD in Nutrition Sciences from Shahid Beheshti University of

Medical Sciences, Iran. She has expertise in the field of Community Nutrition,

Behavior Change, and Health Promotion.

marjanbazhan@sbmu.ac.ir

Marjan Bazhan et al., Insights Nutr Metab 2017