Consumer preferences for yogurt in Albania

Yogurt is one of the main products of dairy industry in Albania. The dairy sector is considered a priority sector by the government in the context of agriculture and rural development given also the large number of farmers and other actors who are part of this value chain. This study assesses consumer preferences for yogurt in urban areas of Tirana, Albania with special focus on food safety related certification. The paper applies conjoint choice analysis based on a face-to-face survey with 250 consumers. According to the findings, consumers prefer domestic yogurt with low fat content and with food safety certification. The results of this study provide valuable market information to dairy value chain actors and policymakers, related to yogurt market development including food product safety (and quality) certification. [Publishers' text].