Te Whare Wānaka o Aoraki Lincoln University says its research into consumers’ preferences for plant-based milk alternatives published in Beverages, offers marketers valuable insights for crafting effective messaging.
Researchers found that marketers need to be mindful of how they target groups and carefully consider how they communicate the benefits of plant-based milk alternatives.
Conducted by Lincoln University’s Dr Meike Rombach, Dr Lei Cong and Associate Professor David Dean, the study focused on United States (US) consumers.
“The New Zealand food and beverage market is similar to the US in that both dairy and plant-based milk alternatives are widely available. We chose the US as it is a large food market to research, where plant-based milk beverage purchases are increasing while dairy milk beverages are decreasing,” says Dr Rombach.
Through an online survey, the study examined US consumers’ willingness to try plant-based milk alternatives and the reasons that propel them to share their views through word-of-mouth.
Dr Rombach explains, “Word-of-mouth is an important channel to measure, particularly online. Most of us scroll through our social media accounts every day. Our digital world aids our product choices with family, friends and online influencers impacting what buy.”
The research measured consumers’ responses, willingness to try and word-of-mouth, in response to factors animal welfare, environmental concerns, dairy preferences, plant-based milk enthusiasm and health consciousness. The contrast in the two responses was deliberate as Dr Rombach explains.
“Willingness to try is a low commitment response by a consumer. In comparison, word-of-mouth is high commitment, as it shows the consumer has previously consumed a product and taken the time to review it and share online. By gaining an insight into consumer attitude, marketers have a guide to potential behaviour.”
Researchers offered considerations on messaging to the different target groups, including how to promote the benefits of plant-based milk alternatives. Vegetarian or vegan consumers, for instance, may see the benefit of plant-based milk alternative beverages as being cruelty-free and adhering to animal welfare standards.
Dr Rombach sounds a note of caution to marketers if they create messaging around plant-based milk alternatives being more environmentally friendly than dairy milk beverages.
“Growing almonds, for instance, has a large water footprint, so be conscious of how to promote the product’s advantages.”
Plant-based milk alternatives have health benefits including their fibre and reduced fat content. These factors can be conveyed to health-conscious consumers. In contrast, the lower protein content compared to dairy milk may be viewed less favourably. This is easily addressed, allowing consumers to find an alternative source though this may be advantageous to other audience segments whose health conditions require them to monitor their intake, says Dr Rombach.
To counter the perception that dairy milk enthusiasts view plant-based milk alternatives negatively and vice versa, that plant-based milk alternative enthusiasts view dairy milk negatively, he says marketers could consider re-positioning their messaging of plant-based milk alternatives.
“Traditionally, milk is viewed as a source of essential nutrients. As global resources become more limited, dairy production may not meet consumer demand. Plant-based milk alternatives could be promoted as supplementary beverages, complementing dairy milk’s protein volume, while offering their own nutritional benefits such as lower fat content. This position would appeal to plant-based milk alternative enthusiasts while helping lessen negative sentiments among dairy milk consumers.”
Dr Romback says taste is an important factor to consider when marketing plant-based milk alternatives. He says dairy milk consumers are fond of the distinct lactose taste. For this reason, it is often difficult to convert them to plant-based milk alternatives as the taste is yet to match that of dairy milk. Addressing this difference may avoid consumer disappointment and negative word-of-mouth, he says.
