Drivers of choice for fluid milk versus plant-based alternatives: What are consumer perceptions of fluid milk?
Drivers of choice for fluid milk versus plant-based alternatives: What are consumer perceptions of fluid milk?
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DOI：
10.3168/jds.2016-12519
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发表时间：
2017-08-01
影响因子：
3.5
通讯作者：
Drake, M. A.
中科院分区：
文献类型：
--
作者：
McCarthy, K. S.;Parker, M.;Drake, M. A.
几十年来，液态奶的消费量一直在下降，而非乳制品替代品的消费量却在增加。需要更好地了解消费者购买液态奶或非乳制品替代品的原因，以帮助增加牛奶的销售或保持销售不进一步下降。本研究的目的是确定在每个产品类别中驱动购买的外在属性。第二个目标是确定购买每种饮料背后的个人价值，以进一步了解为什么特定属性很重要。对702名乳制品消费者、172名非乳制品消费者和125名两种饮料的消费者进行了在线联合调查。对液态奶消费者（n = 75）、植物性替代品消费者（n = 68）和两种饮料的消费者（n = 78）进行了个人手段链访谈。脂肪含量是牛奶最重要的属性，其次是包装尺寸和标签声明。液态奶的消费者喜欢1%或2%的脂肪含量，加仑，或半加仑包装，传统的巴氏消毒商店品牌牛奶。糖含量是植物性饮料最重要的属性，其次是植物来源和包装大小。杏仁奶是最理想的植物来源，半加仑包装是最受欢迎的包装。终端连锁访谈结果表明，保持均衡的饮食和健康的生活方式对所有消费者群体都很重要。无乳糖是植物性替代品消费者以及乳制品和非乳制品消费者的重要特征。那些只喝非乳制品植物性替代品的人的一个显著特征是，植物性饮料有助于减少动物产品的消费，相信动物受到虐待，并且认为对环境的影响比液态奶小。液态奶消费者的独特之处在于，液态奶被视为一种主食。这些结果表明，乳制品行业应该关注牛奶的营养价值，并教育消费者关于牛奶的误解。未来的饮料创新应该包括开发不含乳糖的牛奶，这种牛奶在口味上也能吸引消费者。
Fluid milk consumption has declined for decades while consumption of nondairy alternatives has increased. A better understanding of why consumers purchase fluid milk or nondairy alternatives is needed to assist increased sales of milk or maintain sales without further decline. The objective of this study was to determine the extrinsic attributes that drive purchase within each product category. The second objective was to determine the personal values behind the purchase of each beverage type to give further understanding why particular attributes are important. An online conjoint survey was launched with 702 dairy consumers, 172 nondairy consumers, and 125 consumers of both beverages. Individual means-end chain interviews were conducted with fluid milk consumers (n = 75), plant based alternative consumers (n = 68), and consumers of both beverages (n = 78). Fat content was the most important attribute for dairy milk followed by package size and label claims. Consumers of fluid milk preferred 1 or 2% fat content, gallon, or half-gallon packaging, conventionally pasteurized store-brand milk. Sugar level was the most important attribute for plant-based beverages, followed by plant source and package size. Almond milk was the most desirable plant source, and half-gallon packaging was the most preferred packaging. Means-end chain interviews results suggested that maintaining a balanced diet and healthy lifestyle was important to all consumer groups. Lactose free was an important attribute for plant-based alternative consumers and consumers of both dairy and nondairy. A distinguishing characteristic of those who only drank nondairy plant-based alternatives was that plant-based beverages contributed to a goal to consume less animal products, beliefs about animal mistreatment, and perceived lesser effect on the environment than fluid milk. Unique to fluid milk consumers was that fluid milk was perceived as a staple food item. These results suggest that the dairy industry should focus on the nutrition value of milk and educating consumers about misconceptions regarding dairy milk. Future beverage innovation should include the development of lactose free milk that is also appealing to consumers in flavor.