Attitudes and Preferences of Kosovar Consumer Segments towards Quality Attributes of Milk and Dairy Products

The dairy market is one of the fastest growing agri-food sectors in Kosovo. Yet the farm structure is fragmented. The level of productivity is lower compared to EU levels and shows existing potential for improvements. The consumption of dairy products is expected to rise due to income growth and segmentation of consumers that would reflect different preferences to low fat, zero-fat products, products with natural additives and etc. On the market level a significant share of the consumed milk and dairy products is imported. This study aims to better understand attitudes and preferences of Kosovar consumers segments towards milk and dairy products. A quantitative survey with 300 consumers took place in major Kosovo cities. Applying a reduced version of the Food Related Lifestyle instrument identified three distinct consumer segments. The conservative consumer segment, the socially oriented foodie and the information-seeking eco-consumer. The latter two segments are especially open to try out new food products and search actively information about food. All three consumer segments show strong consumer patriotism by believing that domestic milk and cheese is safer than imported one and is of higher quality. This indicates the strong market potential for dairy farmers and companies in the Kosovo, who should develop new food products having these segments in mind. The paper explores the strategies farmers and companies should employ to better target these consumer groups and gain bigger access to desirable segments.