Samenvatting

The Netherlands is known as a dairy country. The production and consumption of milk, yoghurt, butter, and cheese has been a part of a long standing tradition. There is a large assortment of yoghurt and quarks, varying from 0% to 10% fat, and from plain quark to a vast array of flavors. A lot is known already about the intrinsic characteristics of these dairy products, but current research provides little to no information about who consumes these products. Therefore this research focuses on who consumes skimmed and full-fat concentrated yoghurt. For these categories a user-persona is being created and analyzed.