Abstract
Abstract The dairy market is hugely competitive, with dairy industries always looking for new products to reach the consumer. Projective techniques, such as the Completion task, are great allies in this process, as they identify consumer needs and expectations, which helps in developing brand new, more competitive products. Petit-Suisse cheese is a product which is well established in the Brazilian dairy market; however, its consumption is restricted to children and has few sales variations. The objective of the present work was to investigate the consumers’ perception about Petit-Suisse and to identify possibilities of market expansion for this product category, through the technique of Completion task. According to the participants, Petit-Suisse is a widely accepted product, and its recognition was strongly related to the brand. Besides, although considered a product intended primarily for children, as a snack option, there is a substantial market possibility for the consumption of this product by other groups. Completion task made it possible to identify that there are different aspects of Petit-Suisse cheese, like flavor, composition and functional appeal that can still be explored by the dairy industry in making more competitive products on the market.
Highlights
Dairy products are widely consumed in different countries (Food and Agriculture Organization of the United Nations, 2019)
The present study showed that Petit-Suisse cheese is a dairy product with good acceptance in the Brazilian market
It is not recognized as a type of cheese, demonstrating a degree of unfamiliarity of the consumers with this product, which can be further explored by marketing
Summary
Dairy products are widely consumed in different countries (Food and Agriculture Organization of the United Nations, 2019) One of these dairy products is cheese, which is an excellent source of protein, lipids, vitamins, and minerals and has a wide variety all over the world (Johnson, 2017; Santiago-López et al, 2018). Petit-Suisse cheese is a lightly sour and soft cheese, added or not with other ingredients such as fruit pulp or sugar (Sarmento et al 2018). It is usually consumed as a dessert and is designed to target children. This type of cheese is accepted by consumers of all ages and has a potential consumption to be exploited for adults (Veiga et al, 2000; Cardarelli et al, 2008; Esmerino et al, 2015)
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