Perceptions toward Plant-Based Milk Alternatives among Young Adult Consumers and Non-Consumers in Denmark: An Exploratory Study

The objective of this study was to determine associations among plant-based milk alternatives (PBMAs), sources of information on the PBMAs used, and the consumption of PBMAs among Danish young adult consumers and non-consumers of PBMAs. An online survey was conducted in May 2019. A total of 341 participants (consumers: n = 171; non-consumers: n = 170) aged 16-35 years old completed the survey. Most consumers drank less than one glass of PBMAs per week, and oat drink was the most frequently consumed PBMAs. Oat drinks were primarily consumed with coffee/tea or porridge, while soy drinks were preferred to be consumed alone. Participants who perceived PBMAs as natural, good for health, tasty, or nutritionally equal to cow's milk were more likely to be consumers of PBMAs. Additionally, participants who perceived PBMAs as highly processed or artificial were less likely to be consumers of PBMAs. For consumers, the most used sources of information on PBMAs were package labeling, followed by social media. The study ' s results can help to improve marketing campaigns concerning the Danish retail of PBMA, whereby nutritional and sensory characteristics of PBMAs are highlighted through social networks and marketing strategies with product package labeling.

Automated summary

The objective of this study was to investigate the associations among Danish young adult consumers and non-consumers of plant-based milk alternatives (PBMAs), their sources of information on PBMAs, and the consumption patterns of PBMAs. The findings revealed that most consumers drank less than one glass of PBMAs per week, with oat drink being the most frequently consumed. Consumers preferred to consume oat drinks with coffee/tea or porridge, while soy drinks were consumed alone. The study also found that participants who perceived PBMAs as natural, good for health, tasty, or comparable to cow's milk were more likely to be consumers of PBMAs, while those who perceived PBMAs as highly processed or artificial were less likely to be consumers.