Purpose – 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 was conducted in Iran to fill the knowledge gap in this regard. Design/methodology/approach – 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. Findings – 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 towards functional dairy products were categorized in 4 main groups: (i) characteristics of products including sensory and non-sensory characteristics; (ii) price; (iii) place of the product supply; and (iv) promotion strategies of products categorized in three subgroups of informing and educating, advertising, and recommending. Originality/value – 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.

Discussion

The aim of the study was to determine the preferences of Iranian consumers about functional dairy products characteristics, price, place and product delivery methods, and ways to promote their consumption. Our results identified a broad range of preferences as possible facilitators to functional dairy acceptance and consumption.

Sensory characteristics have been proved to be an extremely important factor in influencing acceptance of functional foods (Urala & Lähteenmäki, 2007). Several studies highlighted the primary role of taste in consumers’ food choice (Lonneker, 2007; Maehle et al, 2015; Patterson, 2006; Urala & Lahteenmaki, 2003). Furthermore, a review of consumers’ perception of health claims showed that taste was a stronger driver of purchase intent than health claims (Pothoulaki & Chryssochoidis, 2009). For instance, Verbeke (2006) indicated that consumers were not willing to compromise taste for possible health benefits. Similar findings were reported previously (Tuorila & Cardello, 2002). However, some products may have such a strong health claim that consumers are ready to compromise the taste (Urala & Lähteenmäki, 2004). This study, similar to previous studies (Urala & Lähteenmäki, 2004), emphasizes that it is important to find ways to increase the functionality of food products without changing their taste. Apart from the taste, a good texture and quality, and a high shelf life which were identified as important factors have also been reported in other studies (Patch et al, 2005).