The global shift toward sustainable diets has intensified interest in alternatives to conventional dairy. While plant-based products often encounter sensory and emotional barriers, hybrid yogurts (dairy products partially substituted with plant-based ingredients) are emerging as potential “sensory bridges” that may ease dietary transitions. Yet, little is known about how consumers emotionally and cognitively evaluate these innovations. This study aimed to map Brazilian consumers' expectations, emotions, and perceptions regarding traditional, hybrid, and plant-based yogurts. A multi-method approach integrated qualitative insights from online focus groups with quantitative data from Text Highlighting (TH), emotional profiling using the Circumplex-inspired Emotion Questionnaire (CEQ), and attribute associations via CATA. A total of 321 consumers participated. Results revealed that traditional yogurts elicited the strongest emotional comfort (secure/at ease, p < 0.001), while nut-based plant yogurts triggered higher negative emotions (unhappy/dissatisfied, p = 0.024). Coconut-based hybrids stood out by balancing emotional acceptance and functional perceptions, showing proximity to traditional products in terms of sensory familiarity and nutritional value, while incorporating sustainability-related attributes. Consumers perceived hybrids as promising solutions but still expressed apprehension linked to sensory deviations and ingredient unfamiliarity. Overall, the results demonstrate that dairy-coconut hybrid yogurts combine emotional acceptance with sensory familiarity, offering guidance for product formulation, consumer communication, and strategies to support gradual transitions toward more sustainable diets.
扫码关注我们
求助内容:
应助结果提醒方式:
