Consumers’ attitudes toward probiotic dairy products in the post-Covid-19 normalization process

Abstract

Current studies conducted during the Covid-19 pandemic reported that contracting Covid-19 and related deaths was higher in undernourished and immunocompromised societies than in societies with a well-balanced diet. The consumption of various foods, beverages, nutritional supplements, and foods that support the immune system against Covid-19 was also recommended during this process. Probiotics are among the recommended foods to be consumed. This study aimed to determine the consumption tendencies of individuals toward probiotic dairy products in the post-Covid-19 normalization process. Data were collected through a survey from 315 adults residing in Ankara, Turkey, between September-November 2022 to identify their awareness of probiotic dairy products and their desire to consume them. Participants were selected through convenience sampling. Findings were analyzed through IBM SPSS 25 statistics software using independent samples t-test and one-way analysis of variance (ANOVA). No significant correlation was found between consumers’ socio-demographic characteristics and their knowledge or awareness levels about probiotic dairy products. However, female consumers and those with higher education levels were found to have an increased awareness of probiotic dairy products and purchasing likelihood. Additionally, those who contracted Covid-19 tended to consume these products to live healthier. The study emphasized awareness-raising consumers of the possibility of a healthier life by consuming probiotic dairy products.