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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.

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 purpose of this study is to determine the viability of Lacticaseibacillus rhamnosus GR-1 (L. rhamnosus GR-1) in five yogurt samples with or without quinoa, chickpea, soybean and rice flour over various fermentation periods and refrigerated storage durations, with a focus on exploring the potential of functional foods, which provide health benefits beyond nutritional value. Additionally, the study aimed to evaluate consumer acceptance of yogurt fortified with functional flour. Using a nine-point hedonic scale, from 1 (dislike extremely) to 9 (like extremely), participants rated appearance, flavour, texture and overall acceptability.

The samples were inoculated with the probiotic strain L. rhamnosus GR-1 and fermented for 0, 2, 4 and 6 h at 38°C, followed by refrigerated storage at 4°C for 1, 15 and 30 days, respectively. Microbial enumeration was performed throughout fermentation and storage to assess the viability of L. rhamnosus GR-1. A sensory evaluation involving 86 participants was conducted to assess the consumer acceptability of the yogurt samples.

Notably, L. rhamnosus GR-1 achieved viable counts of 108 colony-forming units per mL in all treatments at all fermentation time points. Over the 30-day storage period, no statistically significant differences (p < 0.05) in average pH values were observed among the five treatments, and within each treatment, pH levels remained stable, with an overall mean of 4.2 ± 0.64. Treatment 4, which featured rice flour fortification, received higher hedonic scores from sensory panellists in terms of appearance, flavour, texture and overall acceptability. These findings indicate that incorporating functional flours in conjunction with cow’s milk effectively promotes and preserves the viability of L. rhamnosus GR-1 in yogurt.

Exploring the potential of probiotic yogurt enriched with diverse functional flours to enhance nutritional content and health benefits as well as attract new consumers, this study addressed a critical gap in understanding consumer perceptions and generated insights for creating innovative and health-promoting dairy products.

Probiotics are known to extend health benefits and therefore may be included during yoghurt manufacture to enhance its prophylactic properties. Different probiotic strains may exhibit diverse biotechnological behaviour in association with yoghurt cultures, therefore interactive behaviour amongst probiotic and yoghurt cultures must be evaluated prior to their commercial application. This paper aims to assess the effect of inclusion of different probiotic cultures on various biotechnological (technological, dietetic and prophylactic) characteristics of yoghurt cultures.

Yoghurt was assessed for technological characteristics based on acidification and flavour production, dietetic characteristics based on proteolytic activity, vitamin synthesis and L (+) lactic acid production and prophylactic characteristics based on β‐galactosidase activity, antibacterial spectrum, viability in product as well as during gastro‐intestinal transit, intestinal colonization, immunomodulation, anti‐carcinogenicity and hypocholesterolemic effect.

Different probiotic cultures exhibited diverse technological, dietetic and prophylactic behaviour in association with yoghurt cultures. Functional properties of traditional yoghurt could be enhanced with the combined introduction of probiotic cultures such as Bifidobacterium bifidum, Bifidobacterium infantis and Lactobacillus acidophilus and the resultant product may be recommended for consumption as a dietary adjunct.

The paper shows that combined introduction of probiotic cultures such as B. bifidum, B. infantis and L. acidophilus, as microbial additives during the manufacture of yoghurt would result in a product with enhanced functional properties.

Having the discrepancies between different descriptions of an organic food consumer profile in various researches worldwide as well as the causes of their emergence as a starting point, the purpose of this paper is to apply the method of preference-based market segmentation (by means of conjoint and cluster analysis) to Serbian organic food market, searching for advantages of using that methodological approach and deepening knowledge about specific organic food market.

The research was conducted from May to July 2014 with 400 respondents participating (aged 18-30). Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire.

When applying conjoint and cluster analysis to data about Serbian consumers’ preferences towards researched product, it is possible to identify a segment that prefers organic food the most. Compared to other segments, these consumers are predominantly female, somewhat more mature, with the highest proportion of employed and near the top by the percentage of respondents who are married and have children. They strongly value the importance of diet for health, a number of them have experience with a disease of a close person, which is believed that could be prevented by proper diet, but they do the least sports.

The authors give managerial recommendations to actors operating at domestic organic food market.

According to the authors’ knowledge, the first application of preference-based market segmentation by conjoint and cluster analysis to organic food market, performed in Serbia, generally characterised by scarce food consumer research.

This paper aims to explore the socio-cultural meanings of functional foods for Tunisian consumers and to understand how these meanings shape their preferences and practices in the particular context of a Middle-East and North African (MENA) region.

A constructivist perspective based on multi-qualitative methods was designed allowing data collection in a natural setting through focus groups interviews, individual in-depth interviews and projective techniques among Tunisian consumers.

Findings show the complexity and importance of conscious and unconscious non-health-related socio-cultural factors in the construction and acceptance of functional foods by the Tunisian consumer. Common sense knowledge, social environment and tradition shape the constructions and practices of functional foods. These factors may act as a shortcut to compensate for unhealthy behaviour and as a social marker to reflect trendiness and identity.

The findings are specific to the Tunisian setting and may be not transferable to other settings.

The role of information is central in functional food acceptance. Communication on health effects should consider not only the formal nutritional health benefit but also lay knowledge.

The findings of this research contribute in the government’s understanding of Tunisian’s constructions of health and well-being by suggesting that besides health motives, non-health-related factors such as lay knowledge, social influences and conspicuous consumption play an important role in functional foods choice.

This paper contributes to extend functional foods literature by exploring the complex interconnected conscious and unconscious socio-cultural constructions behind functional food choice. It contributes also to the understanding of the food consumer behaviour in the specific cultural context of the Arab-Muslim MENA region, an under investigated setting.

Psychological factors, such as body image dissatisfaction and the negative feelings associated with it may be related to the adoption of unhealthy eating behaviours. Also, body image dissatisfaction may lower the likelihood of engaging in long-term healthy eating habits and in the level of attention paid to the quality of the food consumed. As a result, body image may be related to consumers’ choice to purchase and consume health-enhancing food products. The paper aims to discuss these issues.

A pilot study of a small sample of Italian yogurt consumers was employed to explore if there is a relationship between respondents’ level of body image dissatisfaction and the number of health-enhancing yogurt choices. The data were collected by means of a virtual-shelf technique and were analysed using a negative binomial regression.

Results indicate that body image dissatisfaction is inversely related to the number of yogurt packages with health-enhancing features chosen from the virtual shelf. Also, respondents who read the nutrition label and those with more knowledge regarding leading functional yogurt brands, selected a higher number of functional yogurts from the virtual shelf compared, especially among women.

The results indicate that body image dissatisfaction is inversely related to the number of yogurt packages with health-enhancing features chosen from the virtual shelf. Also, respondents who read the nutrition label and those with more knowledge regarding leading health-enhancing yogurt brands selected a higher number of health-enhancing yogurts options from the virtual shelf compared to others, especially among women.

The relationship between body image dissatisfaction and health-enhancing food choices has not been investigated in the consumer science and marketing literature. Additionally, this is one of the few papers that use a virtual shelf as a data-collection method.

The aim of this paper is to present an analytical narrative of the construction of the Brazilian market of functional yogurt, highlighting the role of Danone as an institutional entrepreneur.

After putting together a theoretical basis from business studies and institutional economics, the paper explores factual evidence of strategic moves by dairy firms in Brazil.

Danone, despite being a second mover, has been able to effectively make use of new values and collective concerns regarding food functionality to create a favourable institutional set in which to operate. Other firms have not been able to challenge its position in the market, simply abiding by the concepts and values created by Danone.

On the one hand, case studies based on traditional economic theories usually approach markets with supply and demand adjustment tools or taking technology as exogenous and the sole determinant of the existence of a market. On the other hand, traditional business theories highlight an individual entrepreneur as the only relevant object of analysis. This study offers an alternative guideline to study markets with creative players that craft not only new physical products or directly delivered services, but also concepts and ideas. Studies of other markets or similar markets in different countries can benefit from its insights.

The functional yogurt market in Brazil has not previously been object of academic research, and the combined framework of analysis in this study may offer guidance for other market studies.

The aim of this study was to examine what reasons consumers give for either choosing or not choosing functional foods. Laddering interviews were used to find out how consumers described their reasons for choosing functional food alternatives in different product categories and how these descriptions are linked with values. Yoghurt, spread, juice, carbonated soft drinks, sweets and ice cream were used as example product categories. In total, five central means‐end chains, describing the product attributes, consequences and values behind respondents’ food choices, were found, which referred to healthiness, taste and pleasure, security and familiarity, convenience and price. They were found to be independent from each other and had different connotations depending on the product category. The results indicate that respondents did not see functional foods as one homogenous group over different product categories. Instead, consumers seemed to perceive functional products as a member of the general product category such as yoghurt or spread and only secondarily as a functional food.

People are increasingly concerned about food and health and are seeking enriched products. One way to add nutritional value to yogurt consists of the addition of nutritional flour. However, it is necessary to optimize formulations that meet the consumers’ expectations. Thus, the purpose of this paper is to aim at sensory optimization of a strawberry yogurt enriched with different flours.

The optimal concentrations of each flour were defined using the Just-about-right-scale test. Then, an acceptance test was used to assess the samples at optimal concentrations.

It was observed that the strawberry yogurt should include 1.275 percent golden flaxseed flour, 1.093 percent green banana flour, 1.075 percent eggplant flour and 3.420 percent oatmeal flour. All formulations had good acceptability and the yogurt added with the addition of golden flax flour and the traditional product received similar sensory acceptance. Thus, it is possible to add nutritional value to strawberry yogurt by maintaining its sensory quality.

More detailed studies on the shelf-life of yogurt are necessary to enable the incorporation of flours into yogurt as heat, light and oxygen can reduce the beneficial effects of flours. Therefore, researchers should test the proposed propositions further.

Optimization of an enriched yogurt is a good alternative to provide a product that meets consumers’ expectations, besides adding value to the product. However, there are technological challenges when adding functional components in foods. Thus, this study aimed at sensory optimization of a strawberry yogurt enriched with different flours.

The authors aimed to provide a healthy product to the market as well as contribute toward product variety in the market.

There are few studies in respect to the sensory aspects of enriched yogurts. Therefore, this work will aid future studies, supporting the optimization of functional products and contributing toward product variety in the market.