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Functional dairy products market has been growing steadily in Iran. Awareness and perception related to these products has an important role in consumers’ acceptance and subsequently long-term marketplace success of these products. The purpose of this paper is to fill the knowledge gap in this regard, study conducted in Iran.

The theory of social marketing served as the framework of the study. Qualitative data were collected via eight semi-structured focus group discussions (FGDs), between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposive sampling, with a maximum diversity. All FGDs were audio recorded and transcribed verbatim. Qualitative content analysis of the data was conducted by MAXQDA®.

Almost all participants were unfamiliar with the term “functional dairy products,” although, some of them had consumed these products. Apart from perceiving the functional dairy products as unnecessary by some participants, some women did not trust in health claims of these products for various reasons such as distrust in food manufacturers, exposure to contradictory information, and fear of unforeseen and dangerous side effects due to taking them. The participants agreed on the need for more information from a trusted and credible source such as health professionals or authorities through different communication channels like television, training classes, shopping center, and so on.

This study provides a unique insight into consumers’ awareness and perceptions concerning functional dairy products in Iran. To the best of the knowledge, this study is the first study in this regard in Iran. Given the novelty of these products in the market, the findings could provide information for the dairy industry to expand its market and improve its profitability and reliability, as well as public health sector to design and implement intervention programs to promote functional dairy products consumption in the population.

During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers’ preferences play an important role in the success of marketing a product to increase consumption, this study aims to fill the knowledge gap in this regard in Iran.

The theory of social marketing served as the framework of this study. Qualitative data were collected via eight semi-structured focus group discussions, between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposeful sampling technique, considering maximum diversity. All focus group discussions were audio recorded and transcribed verbatim. Analysis of the qualitative content of the data was conducted using MAXQDA® software.

The findings showed that there were quite diverse preferences among studied women in regards to different aspects of a product and its social marketing strategies. The preferences toward functional dairy products were categorized in four main groups: characteristics of products including sensory and non-sensory characteristics; price; place of the product supply; and promotion strategies of products categorized in three subgroups of informing and educating, advertising and recommending.

This study is the first study in this regard in Iran. Given the novelty of functional dairy products in the market, the diversity of preferences should be considered both in production of dairy foods and their promotion plans. This understanding can contribute to success of interventions to increase consumption of these products among consumers.

The purpose of this paper is to gather stakeholder tacit knowledge to design new product concepts with optimal product attributes for new health promoting food products for the ageing population.

This research employed a qualitative research method. A total of 16 in-depth interviews were carried out to identify key product design attributes. These attributes were used to design health promoting foods for the ageing population.

Age-related conditions affect and alter the design of health promoting foods targeted at the ageing population. Providing the ageing consumer segment with access to health promoting foods facilitates positive ageing intervention. The integration of affordability and convenience elements into ageing food design attributes is important for product acceptance. The multi-level demands and heterogeneity of ageing consumers result in the need for a variety of nutritionally tailored food formats. A dairy-based beverage was considered to be the optimal product concept for the ageing population.

The inclusion of stakeholders from the food industry could result in levels of food industry bias. The sample size of stakeholders was limited to 16 participants. One interview guide was used throughout all interviews to ensure consistency levels. A more flexible instrument may have captured more specific stakeholder information.

During the early stages of the new product development process, a market-oriented research methodology can help to optimise product design in terms of product attributes that drive consumer acceptance.

This paper provides important insights into the significance of stakeholder tacit knowledge generation throughout the need identification stage of the NPD process. Specifically this paper provides stakeholder tacit knowledge on the optimal design of health promoting foods for the ageing population. This knowledge has the ability to provide market-oriented information on health promoting food concepts which can be valuable for food manufacturers to maximise NPD performance, create value and develop competitive advantage within their marketplace. Finally, design templates of health promoting foods for the ageing population are of high strategic importance to food manufacturers, governments, health professionals and medical professionals.

Recent societal interest in healthful foods has led to the development of functional dairy products that basically provide health benefits in addition to their fundamental nutrients. Yoghurt being most popular fermented milk product due to its healthy image can be an excellent carrier for probiotics. Functional properties of yoghurt can be enhanced with the inclusion of functional ingredients such as probiotics and its conjugate application with prebiotics may be advantageous as it favors probiotic growth. Nutritional and medicinal value of honey coupled with presence of oligosaccharides has projected honey as a functional additive in yoghurt.

Attempt has been made to review the literature on the biochemical activities of yoghurt cultures and probiotics in presence of honey. Both review and research papers related to biochemical activities and functional properties of yoghurt cultures and probiotics in presence of honey and their health benefits published in diverse journals under Pub Med and Science Direct have been considered. Keywords used for data search included functional foods, yoghurt, probiotic, health benefits, honey, etc.

Functional properties of yoghurt can be further enhanced with the inclusion of probiotic cultures and honey. Honey can be safely used in association with different probiotic cultures during yoghurt manufacture for augmenting functional properties of yoghurt to extend health benefits. Honey may not be equally a suitable matrix for all yoghurt cultures or probiotic cultures.

Reviewed literature indicated that limited research on animal or human feeding trials with honey containing yoghurt has been done. Clinical trials with honey containing yoghurt are emerging prior to its marketing as functional food.

Application of honey as a functional additive during the manufacture of probiotic yoghurt is suggested to extend the functional properties of normal yoghurt.

The goal of this paper is to explore the Croatian young consumers' perception of functional food, to investigate underlying attitudes and their willingness to buy functional food in the future.

Consumer survey was conducted using a self‐administered questionnaire on a sample of 1,035 young consumers aged between 14 and 30 years. Research questions focused on knowledge about functional food, attitudes and buying behaviour regarding functional food. Data were analysed using univariate statistics, bivariate correlations and factor analysis.

About 40 per cent of young consumers are familiar with the concept of functional food, and 27 per cent of them are regular buyers. The usual place where functional food is acquired is supermarkets and most commonly bought are functional dairy products. The most important functional food attributes are taste and price/quality ratio. Consumers are satisfied with functional food health enhancing characteristics and less satisfied with its appearance and durability. Three factors that explain young consumers' attitudes towards functional food are health awareness and confidence, lack of trust for functional food and its price and quality. More than half of respondents are willing to buy functional food in the future (51.8 per cent). Female consumers aged between 19 and 30, living in smaller households with higher income are more likely to be functional food consumers in the future.

A limitation of this study is the sample including only young consumers. Further research is needed to analyse other consumer groups, and to determine which segments are most appropriate for functional food products marketing.

Research results indicate a need to increase consumer familiarity with functional food and improvements in some of its characteristics. Overall positive attitudes toward functional food should be reinforced and young consumers can be influenced through targeted advertising.

This paper gives the first account of young consumers' perception of functional food in Croatia. The results of this research can be used to plan further marketing activities.

Evaluation of the effect of yoghurts enriched with a complex of vegetable additives on the state of the antioxidant defense system, the content of triglycerides and cholesterol in rats exposed to toxic seeds with cadmium chloride. The purpose of this paper is evaluation of the effect of yoghurts enriched with a complex of vegetable additives on the state of the antioxidant defense system, the content of triglycerides and cholesterol in rats exposed to toxic cadmium chloride.

The studies were carried out on 72 male rats (Wistar), divided into six groups (n = 12): control, model of cadmium intoxication and receiving the developed dairy product, enriched with appropriate biologically active supplements (rosehip, rowan and hawthorn berries syrup and grape peel extract [rich in resveratrol]). Biochemical parameters of blood, homogenates of the liver and kidneys were analyzed.

The intensity of lipid peroxidation processes (in the liver, kidneys and erythrocytes) decreased in the group receiving dairy products enriched with berry syrups and grape peel extract (rich in resveratrol). The activity of catalase, total antioxidant activity and superoxide dismutase increased. In the groups receiving dairy products enriched with berry syrups, the total protein level in the blood increased, compared with Group 2. The content of triglycerides and cholesterol levels in groups receiving dairy products decreased significantly compared to animals intoxicated with cadmium chloride.

The topic of cadmium’s toxic effects on human and animal health and methods for solving this problem is very relevant.

Yoghurt is most popular and more acceptable throughout the world because of its general positive image among consumers because of its diverse nutritional and therapeutic properties and can be the most suitable probiotic carrier. Key factors for consumer’s inclination towards functional foods are increased awareness for healthy foods because of health deterioration resulting from busy lifestyles, growing healthcare cost and the aspiration for an improved quality life in later years. Yoghurt is still not consumed in certain parts of the world because of a lack of a cultural tradition of consuming yogurt and further people are not aware of the health benefits associated with yogurt consumption. In this study an attempt has been to project probiotic yoghurt as a functional food in the current era of self-care and complementary medicine.

Attempt has been made to review the literature on the biochemical activities of yoghurt cultures and their behavior in association with diverse probiotic cultures. Both review and research papers related to biochemical activities and functional properties of yoghurt cultures in association with probiotics and their health benefits published in diverse journals under Pub Med and Science Direct have been considered. Keywords used for data search included functional foods, yoghurt, probiotic, health benefits, etc.

Functional properties of yoghurt can be further enhanced with fortification of minerals and vitamins or inclusion of probiotic cultures. Diversity in biochemical behavior yoghurt cultures in association with different probiotic cultures has been reported. Conjugated application of probiotics with yoghurt cultures would result in a product with enhanced functional properties to extend health benefits.

Inclusion of probiotic cultures in yoghurt is suggested to extend the functional properties of normal yoghurt, thus providing necessary nutrients, improving health and preventing or reducing nutrition-related diseases. Regular intake of probiotic yoghurt is suggested for healthy lifestyles, as it will help in retaining their health and reduce the potentially long-term risk of disease. Food industries can have profit-driven business by projecting the probiotic yoghurt as a functional food.

This study aims to identify the major factors influencing the consumers to prefer milk products and also to analyze the awareness level of the Indian consumers.

In this study, the data is obtained through a structured questionnaire from Indian consumers considering convenience sampling under the nonprobability sampling technique. The consumer preference is explained using a multiple-regression model followed by analysis of variance (ANOVA), which shed insight on the significant differences between the variables that influence consumer preference for dairy products.

Investigation is done to analyze the factors influencing the consumers' buying behavior toward milk and its products. The results showed that quality, health consciousness, price and availability are the most influencing factors to buy milk products. Quantity of milk showed a significant relationship between age, monthly income and family size.

This study helps marketing managers to frame the marketing strategies based on consumer preference, quality, health consciousness, price and availability. The research outcome will not only be advantageous for the entrepreneurial perspective but also takes care of consumer likeliness. Though the research reveals the opinion of Indian consumers, it limits the likeliness of the western world. Because of the scarcity of resources, several dairy products are unexplored, which could pave the future scope of research.

The novelty of this study is to identify the quality, health consciousness, price and availability are the most influencing factors to buy milk products considering ANOVA and the multiple regression model.

Stirred yoghurt made using probiotic bacteria which are usually called Rayeb milk in the Arab countries is one of the most important functional fermented milk products. Tamr (dried dates) is commonly consumed in various parts of the world and is believed to represent a vital component of the diet in the Arab world. Tamr and honey characterize with high nutritional and healthful benefits. The purpose of this paper is to manufacture functional fermented dairy food (Rayeb milk) which has the nutritional and health effects of goat’s milk, Tamr, honey and probiotic.

Rayeb milk was made from goat’s milk fortified with Tamr (10 and 15 percent) with or without honey (1, 2, and 3 percent) using ABT culture (S. thermophiles, L. acidophilus, and Bifidobacterium). Samples of Rayeb milk were studied for their chemical composition, starter bacteria populations, and sensory attributes during 14 days of storage period.

Supplementation of goat’s milk with Tamr and honey decreased saturated fatty acids concentrations in Rayeb milk. The levels of carbohydrate, total solids, dietary fiber, ash, total protein (TP), unsaturated fatty acids, omega-3, omega-6, omega-9 fatty acids and antioxidants activity were higher in Rayeb milk contained Tamr and honey than those of control. Also, numbers of probiotic bacteria (L. acidophilus and Bifidobacterium) greatly increased in Rayeb milk supplemented with Tamr and honey. The recommended level of 107 cfu.g-1 of bifidobacteria as a probiotic was exceeded for these treatments. Adding Tamr and honey highly improved the sensory attributes of Rayeb milk.

Adding 10 percent Tamr with 3 percent honey or 15 percent Tamr with 1 or 2 percent honey to goat’s milk highly improved the nutritional, healthy and sensory properties of Rayeb milk.

There is need for exhaustive studies to be undertaken to identify various probiotic strains and to understand the actual mechanism of action by which these probiotics exert their health benefits in order to exploit its fullest health benefits expressed by various kinds of the probiotic strains. The paper aims to discuss these issues.

The health effects of the probiotics can be accessed by in vivo as well as the in vitro studies of live microorganisms and their biological active compounds on various disease-causing organisms and their harmful metabolites.

The paper is a brief review of recent findings about the health benefits of probiotic strains of microorganisms. The health effects of fermented food items were known since the time immemorial, but the actual cause of this was a mystery. Recent discoveries led to the author's knowledge about the mechanism through which they exert these curative effects which is either by competitive inhibition of harmful microbes in gut or by production of biological active compounds against disease-causing organisms and their harmful metabolites.

Probiotics are commonly consumed as part of fermented foods which are produced with active live cultures, so various new types of these probiotic cultures can be introduced which can act as food as well as curative agents for treating and preventing various types of diseases at nominal costs.