Why do we choose alternatives to milk: animal well-being or health?

In the United States, plant-based dairy products struggled in 2023 to keep up with growth after four years. Circane. Sales of milk alternatives, which make up the majority of this category, have seen a slight decline over the past year (-0.5 %). The decrease was attributed to a decline in household penetration (-2.1 %), repeat purchases (-2.2 %), one-time purchases (-3.4 %) and the number of trips made by each buyer (-1.8 %).

Circana says declining household and repeat purchases are a major concern for this category. What can marketers do to reverse the trend?

Researchers from Lincoln University in New Zealand have published a study that attempts to answer this question.

Explore low and high engagement behaviors

Meike Rombach and Lei Cong, along with David L. Dean, created a cohort that examined the impact of animal welfare concerns and environmental issues on low-commitment behaviors, such as: The cohort included Meike Rombach, Lei Cong, and David L. Dean. They created a model that explored the impact of factors such as animal welfare and environmental concerns on low-commitment behaviors.

A survey of 500 U.S. consumers found that concerns about animal welfare would encourage shoppers to consider plant-based dairy products, but not enough to prompt them to spread the word.

The perceived “healthy halo” of the product category is not enough to encourage buyers. Milk alternatives may offer both benefits, such as fiber and low fat, and drawbacks, such as added sugar, salt and lack of nutrition.

The authors of the article explain that as consumers seek information or clues about products, they become aware of health risks and differences between common products.

According to the study, the most common reason for sharing information was concern about the environment.

The authors conclude that "the study results confirm previous findings" regarding environmental concerns and word of mouth among U.S. consumers about plant-based alternatives to milk.

Some milk brands are using influencers and marketing messages to positively impact online word of mouth.

The advertising and commercial concept is also adapted to environmental sustainability.

The results also revealed a positive correlation between animal welfare and willingness to experiment with plant-based dairy products. However, this did not translate into high engagement behaviors.

Consumers who share an “enthusiasm for plant-based dairy” are willing to try such products and are also keen to share their perceived benefits.

This negatively affected both the willingness to share and the spread of word of mouth among those who were more oriented towards dairy products. The researchers explained this result by pointing out that the majority of consumers were omnivores (49 %). Research has shown that many omnivores prefer regular dairy products and find plant-based alternatives bitter or sour.

It may be appropriate to inform consumers who follow a vegetarian or vegan diet that new plant-based products meet animal welfare and cruelty-free standards and to clearly explain the benefits of the product.

For consumers who consume both plant-based and dairy milk, it may be possible to highlight sensory characteristics similar to those of dairy milk. (…) Avoid consumer dissatisfaction and bad word of mouth by addressing this taste difference.”

The study concludes that plant-based milk lovers – who are the most enthusiastic supporters of the category – should receive regular product samples because they “leverage social approval” and are likely to generate positive buzz on social media.

You can access the full report by clicking on the following link

Source :

American consumers' willingness to try plant-based milk alternatives and their word-of-mouth are influenced by factors such as:
Drinks 2024: 10, 27,
Authors: Rombach, M.; Dean, DL
) DOI: 10.3390/drinks10020027