<p><strong>INTRODUCTION:</strong> During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers’ preferences play an important role in the success of marketing a product to increase consumption, this study was conducted in Iran to fill the knowledge gap in this regard.</p><p><strong>METHODS: </strong>The theory of social marketing served as the framework of this study. Qualitative data were collected via eight semi-structured focus group discussions, between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23–68 years, selected by purposeful sampling technique, considering maximum diversity. All focus group discussions were audio recorded and transcribed verbatim. Analysis of the qualitative content of the data was conducted using MAXQDA<sup>® </sup>software.</p><p><strong>RESULTS:</strong> The findings showed that there were quite diverse preferences among studied women in regards to different aspects of a product and its social marketing strategies. The preferences towards functional dairy were categorized in 4 main groups: (i) characteristics of products including sensory and non-sensory characteristics; (ii) price; (iii) place of the product supply; and (iv) promotion strategies of products categorized in three subgroups of informing and educating, advertising, and recommending.</p><p><strong>CONCLUSION: </strong>This diversity should be considered both in production of dairy foods and their promotion plans. This understanding can contribute to success of interventions to increase consumption of these products among consumers.</p>