Consumer behaviour towards milk and dairy yoghurt products carrying nutrition and health claims: a qualitative study

Purpose Milk and yoghurt provide essential sources of nutrition throughout the life cycle in the Irish diet. Health claims on dairy product labels were popular in the 1980s, and since the introduction of the nutrition and health claims (NHC) Regulation (EC) No 1924/2006 in 2007, many new regulated claims have been used to communicate product benefits. Meanwhile, COVID-19 and the Farm to Fork strategy have heightened consumer awareness of health issues. All of these factors have contributed to a change in our food environment and interest in health. In addition, the European Commission is working to introduce a legislative proposal on nutrient profiles (NP) to restrict the use of NHC on foods that are high in salt, fat or sugar. This qualitative study aims to research knowledge on adults’ attitudes, perceptions and behaviour towards NHC on dairy products. Design/methodology/approach The study used a thematic analysis using transcripts from a series of discussion groups, attended by adults ( n = 24). The participants also completed an introductory questionnaire. Findings The study noted positive attitudes towards dairy protein. This attitude was common across age, gender or life stage. There were misperceptions regarding yoghurt composition and health benefits. There were negative perceptions of low-fat nutrition claims on yoghurt, which led to a preference for full-fat dairy products. This requires further insight and research. Research limitations/implications Participants from a wider socio-demographic group could have broadened the research limits of this project. Originality/value These findings will interest policymakers, regulators, dieticians and the food industry.