Browsing by Subject "ostopäätösprosessi"

The development of food industry has led to increase of selection in retail markets and creation of processed food items. Even more products having health improving effects are launched on the market. Although consumers prefer easy and effortless food options, healthy food is considered to be additive-free and as naturally manufactured as possible. A healthy diet supports both physical and mental well-being. Despite of the fact that adult population is having enough protein already, high-protein diet has become a fashion trend in today’s society. High-protein food items are sold in almost every retail markets and used by all kinds of consumers on daily basis. Not only sport nutrition brands but also dairy companies are nowadays manufacturing high-protein products. The aim of this research was to sort out how the young and sporty women took an attitude towards protein quarks. The research was carried out as a qualitative research and the data was assembled basis interviews. The purpose of interview was also to find out to whom high-protein products were targeted and if the products were generally considered to be useful. The results proved that the attitude towards high-protein food products was variable. In interviewees’ opinions, high-protein products were brought into the market to serve the needs of the consumers that are more active than average, although, it was believed that these products were used by even more people in reality. High-protein products were not considered to be essential but in some cases useful. Protein quarks were purchased every now and then, in case of a sudden need of snack. Easy usability and high amount of protein were seen as a redeeming feature of the products. On the other hand, the amount of added sugar or artificial sweeteners reduced the eagerness to buy the product.