Evaluation of the consumer profile of baru almonds at the IF Goiano - Campus Ceres

Abstract

In recent years, there has been a significant increase in interest in healthy and targeted foods, boosting the consumption of cerrado fruits, such as baru almonds, which have gained prominence due to their high nutritional value and the benefits they offer for health. Although baru almonds are a promising product, there is still little information about their consumer profile. The aim of this study was to know the profile of baru almond consumers. Samples of roasted baru almonds, of two different brands, were obtained in markets and supermarkets in the municipalities of Ceres, Rialma and Goiânia, located in the state of Goiás. The consumer profile, product acceptance tests, purchase intention and acceptability index were evaluated. Regarding acceptance tests by attribute and purchase intention, the results were submitted to analysis of variance and differences in means compared by Tukey's test at a 5% significance level. The results of the consumer profile and acceptability index were evaluated in percentage. A completely randomized experimental design was used, in three lots. Regarding the almond consumption habit, the majority (54%) reported not having it, however 78% consumes almonds once a month. Most consumers know (74%) and consume (62%) Brazil nuts. Regarding the baru almond, 14% know about it and reported not consuming it. It was found that most participants (62%) buy almonds because it is a delicious product. Half of the assessed public (50%) is not in the habit of reading the label on the almond packages they consume, but 26% sometimes do this reading. It was verified that 48% of the participants observe the price on the almond packaging labels and 28% look at the expiry date. This data is relevant to understand the factors that influence the purchase decision of consumers of these products. Of the survey participants, 54% of consumers know baru almond, 34% of consumers consume it, and subsequently 42% of consumers would buy this almond. Regardless of the evaluated sensory attribute, there was no significant difference between the samples, both were equally accepted by the research participants. The results showed that both samples had an acceptability index above 70% for the four sensory attributes evaluated. Regarding the purchase intention of baru almonds by the research participants, there was no significant difference between the samples. The presented results (3.64 and 3.94) are close to 4 and show that the research participants would probably buy the almonds. Most consumers know and consume more Brazil nuts than baru almonds. Participants decides to buy more based on price. There is a potential market for baru almond, with a good possibility of acceptance and growth.