From tradition to science: Regional differences in the belief in functional foods in Brazil

This study aimed to investigate Brazilian consumers' beliefs and attitudes toward functional foods (FF), focusing on regional differences between the Northeast and Southeast. A sequential explanatory mixed-methods design was used. The quantitative phase involved 600 participants evenly split between the two regions and assessed attitudes, beliefs, and reference group influence using a structured questionnaire with a five-point Likert scale. The qualitative phase included in-depth interviews with 30 individuals to explore perceptions more deeply. Findings revealed regional differences in trust and reference group. In the Northeast, consumers showed greater trust in FF and stronger influence from family traditions. In contrast, Southeast participants were more skeptical, valuing scientific validation and media influence. Key barriers to FF consumption included cost, sensory aspects, and convenience, with emphasis varying by region. This study highlights how cultural and socioeconomic factors shape perceptions and consumption of FF in Brazil. It offers valuable insights for targeted education and policy strategies, emphasizing the need to combine traditional knowledge with scientific communication to foster trust and acceptance across diverse cultural settings.