Vol. 12, Special Issue 6 (2023)

Author(s):
Bhumika Patel, Nidhi Patel, Dr. Ashish K Makwana, Dr. Mahendra D Gurjar, Dr. Krunal C Kamani and Dr. Maulik C Prajapati

Abstract:
Milk is a well-known, essential food item for humans. It contains large levels of macro- and micronutrients and is extremely beneficial to health. The purpose of this study was to evaluate the Awareness, Nutritional knowledge, and Consumption pattern of the youth regarding the newly launched Dairy Products in Gujarat. The respondents selected for the study were students of various colleges like Agricultural, Engineering, Dairy, Veterinary, and Agribusiness Management among others. The total respondents in the study were 330. Further a total of recently launched six Amul products with health focus, namely - camel milk, haldi doodh, tru, seltzer, protein-rich lassi/buttermilk, and probiotic lassi, were selected for the study. The data were collected by preparing a well-structured questionnaire. The main findings of the study indicate that most of the selected recently launched dairy products had high awareness among the respondents. The awareness level was moderate for Amul Camel milk and it was very low for except for Amul Seltzer. The main reason for consuming Amul Camel milk, Protein lassi, Probiotc lassi and Haldi Doodh was due to its nutritional and health benefits while Amul Tru was consumed because of its flavour. Further, the frequency of the consumption of the above products was found to be low to very low on monthly basis. It can be suggested that in order to increase the awareness and consumption of the above recently launched Health focussed dairy products aggressive advertisements and promotional initiatives should be undertaken.