Abstract
In recent years there has been an increase in the supply and variety of dairy products with probiotic claims; the objective of this paper was to evaluate the perception and profile of consumers, their beliefs about probiotic effectiveness, consumption habits and their understanding of the information provided on packaging. Through the technique of Word Association, it was observed that the most cited dimension was “sensory characteristics”, which covers the words: appearance, texture and flavour. Nutritional and health-related aspects were significantly frequent for probiotic yoghurt products, being cited mainly by words related to intestinal health. Consumers were found to be unaware some probiotic dairy products. The Attitudinal Questionnaire revealed that consumers do not understand information contained on the labels and attested the high cost of probiotic dairy. It was possible to identify factors that influence perception and buying attitude of consumers.
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