Desafios da legitimidade do mercado de leite em pó no Rio Grande do Sul

Abstract

Powdered milk consumption in Brazil is influenced by economic, cultural, health and behavioral factors, making it a complex topic of analysis. This study investigated the challenges of legitimacy and the consumption dynamics of this product in Rio Grande do Sul, considering the elements that affect its acceptance. The research is justified by the importance of the sector in generating employment and income, in addition to the need for strategies to encourage consumption. The methodological approach adopted was qualitative and interpretative, allowing us to understand consumers' perceptions and behaviors in depth. The results showed that the preference for fresh milk is strongly linked to cultural factors. However, challenges such as the historical association of powdered milk with contexts of scarcity and the lack of knowledge about its nutritional benefits impact its acceptance in the Rio Grande do Sul market. Given this scenario, marketing and communication strategies are essential to increase the acceptance of powdered milk, including educational campaigns, packaging innovations and partnerships with opinion leaders. Furthermore, the historical reinterpretation of the product and its valorization as a practical and nutritious alternative can contribute to its legitimization. Therefore, strengthening the image of powdered milk, combined with a strategic approach, can consolidate it as a viable and advantageous option for consumers.