Purpose The buying process is affected by many aspects, in which consumer’s age is certainly an important feature to be considered. The purpose of this paper is to evaluate the influence of packaging and labeling of Requeijão cheese on the purchasing behavior of different age groups of consumers in order to obtain marketing information that aid in increasing sales of Requeijão cheese. Design/methodology/approach Three focus groups were created, each one composed of ten participants. The first group was aged 18-30 years old, the second group included people aged 31-50, and the third group participants were aged between 51 and 70 years old. Requeijão cheese labeling and packaging was presented to all groups to facilitate a discussion. A moderator asked participants in the three groups about the factors on the packaging and labeling of Requeijão cheese that influence their desire to purchase. Seven final themes were analyzed by thematic analysis: packaging, color and images on label, information, lid, price and brand. Findings The factors of greatest importance that influenced purchasing for the first and second group were glass packaging and color labels. Groups 2 and 3 preferred a packaging size of 250 g, an aluminum cap protected with a plastic cap, information, and affordable prices. Group 1 demonstrated high interest in 220 g packaging, metal lid and brands. Group 3 preferred plastic packaging. All groups were attracted by images on labels related to the product origin. The results from this study may be advantageous for creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in comparable ways. Practical implications Concept and attitudes toward packaging and labeling have changed in modern times. The present study demonstrates how consumers of different age groups have divergent opinions about packaging and labeling of Requeijão cheese, factors that have huge influences in the purchasing of this product. The results from this study will aid in creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in similar conditions. The findings will also assist manufactures in creating bonds with costumers once packaging and labeling might be produced in accordance with the preference of each age group of consumers, and consequently makes the visual aspects of packaging more attractive to them. Originality/value This study collected information about the most features in packaging and labeling of Requeijão cheese that attract consumers in the food buying process. There are many companies that sell Requeijão cheese. Then, it is necessary to understand the needs of consumers in relation to packaging and labeling of similar products, to make it more competitive in the market and to meet the expectations of consumers in order to create bond with them.

The effect of the flavor enhancers monoammonium glutamate (MAG), monosodium glutamate (MSG), disodium guanylate (GMP), and disodium inosinate (IMP) on intensifying salty taste in food matrices (shoestring potatoes, requeijão cheese, and beef burgers) with a reduction in the amount of sodium chloride (NaCl) present was evaluated. Experiments were conducted using a central composite rotational design with two variables: the concentrations of flavor enhancer and NaCl added in the food matrix. The effect of IMP was not significant (P > 0.05) on the intensity of salty taste in any of the matrices analyzed. GMP presented lower performance compared to MAG and MSG in intensifying the salty taste of the treatments, regardless of the reduction of NaCl. Compared to MSG and GMP, MAG showed greater efficiency in intensifying the salty taste in requeijão cheese and beef burger with a reduction of 25%, 50%, 75%, and 100% of NaCl. MSG presented higher efficiency compared to MAG and GMP when applied in shoestring potatoes for all reductions of NaCl tested (25%, 50%, and 75%). The ability of flavor enhancers to improve the salty taste depends on the effect of the flavor enhancer, the complexity of the food matrix, and the reduction of NaCl in foods. Practical Applications The complexity of the food matrix plays a significant role in the perception of salty taste in sodium‐reduced products. In these products, sodium reduction may affect the taste enhancer's effect of enhancing salty taste. Therefore, this study broadens the knowledge of the effects of flavor enhancers on different foods, as well as the ability to enhance salty taste in food matrices with NaCl reduction. Moreover, it provides information on how to reduce the sodium content in these matrices while maintaining the same perception of salty taste as a conventional matrix.

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PurposeThis study aimed to identify, with producers of specialty beers (SBs), producers' perceptions regarding the consumers, besides analyzing the consumer's behavior of SBs regarding consumers' preferences, perceptions and determining buying factors.Design/methodology/approachIn the qualitative analysis, interviews were performed with 14 professionals from the SB industry. In the quantitative study, 301 consumers of SB answered a questionnaire about preferences, perception and determining buying factors of special beer. Techniques such as content analysis, frequency analysis, cross-tabulation and hierarchical cluster analysis were used in this study.FindingsThe study demonstrated an important convergence in the perceptions of producers about consumers and the real behavior of SB consumers, mainly on factors of beer packaging, label, style and price. Those respondents consuming just SB were characterized by having higher income, frequency and time of beer consumption and willingness to pay more for the product. Cluster analysis allowed to segment respondents into three groups: (1) beginners in the universe of SBs who also drink commercial beers; (2) regular consumers willing to pay more for SB and (3) legitimate consumers of SB averse to commercial beer.Practical implicationsThere are practical implications in this study such as new products development and assertive creation of labels and packaging for special beers.Social implicationsThere are social implications in this study such as the convergence between industry professionals and consumers.Originality/valueBy addressing professionals and consumers, this study generated scientific information and knowledge to assist the specialty brewing industry in developing new products and defining marketing strategies as well as creating actions for bringing producers and consumers closer together to benefit both parties.