Unveiling sustainable and health-conscious consumer preferences for Greek yogurt: Attribute hierarchies and product differentiation opportunities in the Slovak market

This study investigates Slovak consumer preferences for Greek yogurt through an online survey utilizing conjoint analysis, focusing on four key product attributes: price, probiotics, packaging, and production methods. The study reveals distinct consumer clusters with varying priorities: “Green and Health-Conscious Shoppers”, “Traditional Consumers”, and “Price-Sensitive Consumers.” It also highlights that consumer decisions are influenced by demographic and psychographic factors, such as values, education, and lifestyle. The importance of probiotics to health-conscious consumers suggests a market opportunity for functional dairy products with benefits like gut health and immunity support, which should be clearly communicated through targeted marketing.