Kefir with artificial and natural dyes: Assessment of consumer knowledge, attitude, and emotional profile using emojis

Abstract

AbstractThe consumers' perception and emotional profile (using emojis) about different dyes labeled in kefir packages were evaluated. The products were natural (KN, nonflavored, and without dye), and acerola‐flavored with artificial dye (KCA), natural dye (KCN), or acerola‐residue dye (KCR). Furthermore, the consumer's knowledge and attitudes about dyes were evaluated. KN, KCN, and KCR showed higher perceived acceptability, healthiness, security, and purchase intent than KCA and were associated with positive emoji. In addition, KCN and KN showed a more positive emotional profile than KCA. KCR improved the products' emotional profile compared to KCA and was characterized by a happy emoji. Consumers demonstrated good knowledge about dyes' utilization, cost, and stability, but they believe artificial dyes have health risks. It is concluded that artificial dyes contributed negatively to consumer perception and emotional profile, while natural and residue dyes have a good receptivity. The emoji utilization enabled differentiation among kefir with similar perceived acceptability.Practical applicationsThis study is the first to evaluate the impact of artificial, natural, or residue dyes on the consumer perception of kefir, a fermented beverage with proven health effects. The artificial dye was perceived negatively by consumers and resulted in an emotional profile characterized by negative emoji. On the contrary, the natural and residue dyes had a positive perception and good emotional receptivity by consumers. The consumers presented positive attitudes to replace artificial dyes with natural dyes and pointed out the natural ones as tastier, healthier, and safer. They also demonstrated to be open to new natural dyes. These results indicate that the dairy industry could better explore alternative sources of natural dyes to replace synthetic dyes. We also emphasize how emojis allowed the differentiation of samples with similar perceived acceptability, being advised its utilization to complement data from acceptance tests.