The flavored drink commercially known as "flavored water" and recently launched in the Brazilian market is sold with health and innovation appeal. However, since it is not very familiar product to the habits of consumption of the Brazilian population, the motivation for its consumption is still unknown. The present study evaluated the behavior patterns of 303 consumers of the city of Juiz de Fora (MG), Brazil, towards the product through a market survey conducted in June 2007. A direct, descriptive, and structured survey was carried out using a structured questionnaire. The majority of the respondents (40.3%) were within the age group between 20 and 30 years old and were high educated females (65.0%) with family income between 1 and 6 minimum wages (52.8%). The results indicate that 37% of the interviewees stated product stated that the novelty aspect of the product motivated its consumption. Among the interviewers, 20.5% mistook the studied product with soft drinks with low gasification rate. Most of the interviewees did not know the product, which can be a result of a lack of popularity of the product in commercial establishments and in companies due to poor marketing.
market survey; flavored water; beverages; consumer profile
