Study looks at dairy and non-dairy fluid drinks
In recent years, retail sales of fluid milk have experienced significant change and per capita consumption has decreased at a rate of 830ml per year since 1975. Between 2011 and 2014, sales of fluid milk have decreased by 3.8% but the amount of non-dairy, plant-based beverages sold have increased by 30% between 2010 and 2015.
Researchers from North Carolina State University have used surveys, conjoint analysis, and means-end-chain analysis to uncover the underlying values among dairy milk and nondairy beverage consumers. The results of the study highlight the most important factors for both milk and nondairy beverages, which are the same: they must be healthy and taste good.
No previous work has directly studied values held by consumers and how those attitudes influence milk purchases. To assess this, a survey has been completed by 999 primary shoppers between 25 and 70 years old, 78% female and 22% male, who reportedly purchase dairy milk, nondairy beverage, or both at least two to three times per month. Most consumers (87.8%) do not follow a specific diet or claim to be lactose intolerant (88.4%). 27% of consumers purchase one or both beverages more than once a week, 47% purchase one or both beverages once a week, and 25% purchase one or both beverages two to three times per month.
Consumers have ranked fat as the most important attribute in dairy milk, whereas sugar level is most important for nondairy beverages. Dairy milk consumers report a preference for 2% or 1% fat, and almost 70% of dairy milk sales in 2014 were reduced or fat-free milk. Nondairy consumers prefer plant beverages that are naturally sweetened or have no added sugar. Almond beverage is the most desirable plant-derived beverage, representing more than 65% of nondairy beverages sold in 2014. Protein has universal appeal for both milk and nondairy beverages, with higher utility scores for higher levels of protein content.
Kara McCarthy, lead author, says, “We found that consumers choose milk based on habit or because they like the flavour. Milk that is appealing in flavour could convince nondairy beverage drinkers to consumer more dairy milk; likewise, lactose-free milk or milk from grass-fed cows might also be appealing. By further focusing consumer education on trust building as well as nutrition, farm practice, and animal welfare, the appeal of dairy milk could be broadened.”
With the results of this study in mind, along with the many features attractive to consumers of both dairy milk and nondairy beverages, the dairy industry can more effectively market and position milk as well as dispel any misconceptions.
