Produtos lácteos duplo zero e triplo zero: caracterização de mercado, análise de rotulagem e influência no comportamento do consumidor

Abstract

The market for dairy products with nutrition claims has experienced significant growth, driven by trends toward healthier eating habits and changing consumer lifestyles. In this context, the present study aimed to characterize double-zero and triple-zero dairy products available in supermarkets in Fortaleza, Ceará, Brazil, assessing their availability as well as the influence of nutrition claims on consumers’ purchase intentions. To achieve this, a qualitative and quantitative study was conducted, consisting of an evaluation of products marketed in supermarket chains and the application of an online questionnaire to consumers. Claims such as “lactose-free,” “sugar-free,” “fat-free,” and “no added sugars” were quantified, and the main strategies used to replace these components were analyzed. The results revealed a low availability of products classified as double-zero and a predominance of triple-zero products, especially in the yogurt category. Although consumers showed interest in products bearing nutrition claims, many still experienced difficulties in understanding the meaning of these claims and distinguishing among them. Furthermore, the information provided on product labels was found to influence the purchasing decision-making process, even though participants’ levels of understanding varied. Therefore, it can be concluded that nutrition claims play an important role in consumer communication, highlighting the importance of clear and objective labeling that supports more informed and conscious food choices.