Study of the perception of consumers in relation to different ice cream concepts

• Seven ice cream concepts were assessed using the word association methodology.
• Perception of health and intention to purchase of ice creams were evaluated.
• Nutritional enrichment proved to increase the perception of health.
• The concern regarding health of the consumer is related to their age and gender.
• Sensory and non-sensory characteristics should be considered for the product’s success.

The assessment of consumer perceptions towards foods is of paramount importance in the development and marketing of products. Seven ice cream concepts: Traditional, Light, Zero Sugar, Zero Fat, Fiber Enriched, Enriched with Bioactive Proteins and Enriched with Omega 3 were presented to 224 consumers who were asked to rate them according to the word association methodology, their perception of health and their intention to purchase the ice cream. The influence of awareness regarding health was considered in the analysis of the results, enabling a systematic evaluation of consumer behavior. Nutritional enrichment of ice cream proved to be an effective strategy to increase the perception of health among all groups formed, and for maintaining the intent to purchase in relation to traditional ice cream for a specific group. The results of the word association allowed for an understanding of the expectations and desires of consumers considering the new concepts, indicating that both the sensory and non-sensory characteristics (related to the product or consumer) should be considered for the success of the product on the market in comparison with that expected for a traditional product.