Plant-based milks are becoming more popular as a substitute for the dairy version, but rather than choosing between the two, some people still fill their glasses with both types.
A University of Alberta study investigating whether consumers saw plant-based milks (PBMs) as complementary to the animal-based version, rather than as a replacement, revealed how sensory features and uses motivated people to reach for both kinds.
For both milks, consumers were influenced by either taste or texture, the research revealed. Three attributes — smooth, creamy and sweet — contributed to product liking. Impressions of being “simple” and “comforting” also boosted acceptance, along with usefulness in cooking and adding to other beverages like coffee, more than other factors like health benefits.
Although consumers continued to choose dairy milk to meet their perceived nutritional needs, they didn’t view PBMs as substitutes, but as products they liked just as much.
The study’s insights can help position PBMs as a unique product, says researcher Christy Alsado, co-lead of the study with Wendy Wismer and Lingyun Chen.
“That reduces disappointment of expecting PBMs to be exactly like dairy milk and reinforces their value beyond being a substitute, which is important for consumers with lactose intolerance or dietary restrictions, and for potential environmental benefits.”