# Dairy Product Consumption and Preferences of Polish and Taiwanese Students--NPD Case Study
## 3 Results and Discussion
### Preparedness to Pay More for Functional Milk Product  
The responses given by Polish and Taiwanese consumers on their preparedness to pay more for functional milk products are summarized in Table 6. When asked about their willingness to pay more for functional milk products, Polish and Taiwanese consumers said 18% had no opinion, while among Polish consumers 71% agreed to pay more and only 11% felt no need to pay more for such products. In contrast, 25% of Taiwanese consumers were unable to pay a higher price for functional dairy products, while 57% agreed they would pay more (Table 6). Willingness to pay a higher price for the dairy functional product was also dependent on students' country of origin. Polish students were significantly more likely to pay a higher price for the dairy functional product than Taiwanese students (\(p=0.0009\)). When comparing the answers to this question with the answers given about the influence of given features on yoghurt purchase by Poles, they constitute a good, open group of buyers for functional food, in contrast to the Taiwanese. The latter 57% agreed to pay more \begin{table}
\begin{tabular}{l c c c} \hline \hline
**Willingness to Pay More for** & **Poland (\%)** & **Taiwan (\%)** & \(p\)**-Value \({}^{*}\)** \\ \hline Yes & 27 & 9 & 0.0009 \\ Rather yes & 44 & 48 & 0.5703 \\ Neither yes nor no & 18 & 18 & 1.0000 \\ Rather no & 6 & 15 & 0.0351 \\ No & 5 & 10 & 0.1794 \\ \hline \hline \end{tabular} \({}^{*}\)Test chi\({}^{2}\).  
\end{table} 
Table 6: Preparedness to pay more for functional milk products. \begin{table}
\begin{tabular}{l c c c} \hline \hline
**Price and Yoghurt Preferences** & **Poland (\%)** & **Taiwan (\%)** & \(p\)**-Value \({}^{*}\)** \\ \hline Yes & 65 & 88 & \textless{}0.0001 \\ No & 35 & 12 & \textless{}0.0001 \\ \hline \hline \end{tabular} \({}^{*}\)Test chi\({}^{2}\).  
\end{table} 
Table 5: Yoghurt preference depending on the price. for functional products, but price was one of the most important factors for them when choosing dairy products. [PERSON] et al. [43] cite the results of the On Board PR Eco Network report, which indicate that 64% of Polish respondents said they were ready to pay more for high-quality food products and 75% of the Poles surveyed were trying to eat healthily. Functional foods are developing in many food categories, but the products that dominate the global functional foods market are dairy products, cereals, functional beverages and confectionery. In the US and Japan, functional beverages dominate with a 60% share of the total market; cereal products account for 20% of the market. In the US, functional dairy products represent 30%. In Europe, dairy products have a 60% total market share and cereal products have a 30% share [44]. According to a report by Adiuvo Investment, in Japan the market share of dairy products in functional foods is growing by 14.5% per year, followed by snacks, bars and takeaways by 14% and sports nutrition by 9% per year. The Chinese and Indian markets are growing dynamically, with increasing sales of functional products. In China, the increases include energy drinks at 29% per year, milk and dairy drinks growing 20.4% per year, and confectionery growing 10.9% per year [45]. Initially, functional foods developed were fortified with vitamins and minerals such as vitamin E, vitamin C, iron, calcium and folic acid or zinc [46]. The focus then shifted to foods fortified with omega-3 fatty acids, soluble fiber and phytosterols to prevent disease, including cancer, or maintain good health [47]. As a result, food producers have made further efforts to develop new food products that provide multiple health advantages in one product [48]. One of the best-selling and growing groups of functional foods are products that improve gut function--probiotics and prebiotics [49, 50, 51].