Study of consumer perception about low‐sodium foods and characteristics related to perception and purchase of low‐sodium spreadable processed cheese

Abstract

AbstractThis study interviewed 1,511 consumers using an online questionnaire to understand consumer behavior on reduced‐sodium products and the buying interest for processed cheese with low sodium content. Likert scale techniques were applied, which was assessed by analyzing factors (49.38%), Cronbach's alpha (0.694) and KMO (0.703), which conferred reliability to the applied test, and word association and completion task, which were evaluated chi‐square and chi‐square per cell, respectively showing X2 = 799,635 and X2 = 6,428.59 (positive and negative stimuli), and X2 = 652.55 (purchase condition stimulus) for p < .0001. The consumer understands the problem of high sodium consumption, understands the use of products reduced in sodium, and recognizes the need to reduce the sodium content in cheeses, associates the purchase condition with the high cost and potential health benefits. However, the lack of technical knowledge about the product negatively influences the decision.Practical applicationsSensory analysis techniques helps to elucidate the behavior of consumers towards a specific niche of products, clearly understand positive and negative points that directly influence the buying attitude, and clarify the limits of consumers' knowledge about products reduced in sodium, specifically evaluating the perception, behavior and purchase an interest in the face of a new product developed. The study takes on great relevance when it diagnoses the lack of information about salt, sodium, cheese technology processed by the consumer and demonstrates important points that interfere with safety and how it affects the purchase decision. It also highlights the need for greater transparency of the dairy industries with the consuming public when it comes to better information about the product, both related to the components and the applied technology. The work also provides information that aggregates both in research with consumers and offers a way of approximation between industry and consumer.