Concept test: milk kefir with red pitaya (Hylocereus lemairei (Hook.) Britton e Rose) jam

Abstract

New lifestyles, higher incomes and access to consumer information are factors that are increasing demand for innovative food products. Kefir has been associated with health benefits as well as red pitaya. In the development of new products, the concept test is important so that it is possible to identify the acceptance of the product, in addition to improving it before its launch. The aim of this study was to develop concept test research to evaluate the acceptance and market potential of the kefir product of milk with red pitaya jam. The survey was conducted with 106 people, through an online questionnaire. The results of the research showed that the product obtained positive acceptance, evidenced by the purchase intention, in which from the analysis of the description of the product proposal, 71.7% of people answered that they would buy the product and 24.5% said they might buy it and only 3.8% reported that they would not buy the product. Thus, product tests are recommended to deal with residual doubts and refinement of the proposed product, given the market potential pointed out by the present study.