Análise do processo de comunicação dos alimentos funcionais: um estudo das embalagens de pães

Abstract

Over the years the consumption of bread and its production suffered several changes, changing consequently the consumption trends. In this way, analyzes of how changes in eating habits can influence the production process, new product development and marketing in the bread industries, become a current and necessary topic to be discussed. The objective of this study was to analyse the process of communication to a specific niche of consumers who seek healthy food, it’s a study of breads and their components. It was also hoped to obtain information that would help in the creation of new proposals of functional foods to supply more quickly and efficiently the sales sites of the products focused on the consumers belonging to the studied niche through the application of an unstructured interview. To carry out this study, there were selected 10 potential consumers of healthy products and conducted an interview focused on breads with healthy appeal presented during the application of the study. The study analyzed the consumers' knowledge about these products, their purchase intention and food habits to assist in the development of new products to satisfy the needs of the studied niche and in its forms of propagation. Through the results obtained, it was possible to perceive that the consumers do not have enough knowledge about functional foods and the differences between them and integral foods, and it was also noticed that this fact can be a consequence of the failure on spreading the knowledge of functional foods in Brazil.