A2 milk: Perceptions, purchase intentions and reports during consumption

Abstract

A1 and A2 milk differ in their beta-casein composition, with A1 milk containing a variant that releases beta-casomorphin-7 (BCM-7), a peptide that has been suggested to affect digestion. A2 milk, on the other hand, lacks the A1 variant and is marketed for its potential digestive benefits. However, there is limited research on consumer perceptions and experiences related to A1 and A2 milk, especially in terms of sensory and gastrointestinal attributes. This study aimed to evaluate consumer perceptions and consumption experiences of A1 and A2 milk, focussing on sensory characteristics and gastrointestinal effects. An online questionnaire was conducted with 200 participants to assess their awareness, attitudes, and preferences regarding A2 milk. Additionally, a diary-based consumption study was performed with 15 adult participants to document their sensory experiences and digestive perceptions when consuming A1 and A2 milk. Only 18.5% of the respondents had previously heard of A2 milk. Sensory attributes such as flavour, origin, brand and price were considered ‘very important’ when purchasing dairy products. In the consumption study, participants reported 11 sensory attributes and seven terms related to digestibility. A1 milk was more commonly associated with a ‘darker colour’ and ‘strong smell’, while A2 milk was linked to ‘regulated intestines’. These findings suggest that although A2 milk is marketed for its potential digestive benefits, consumer awareness remains low. Sensory attributes play a significant role in consumer decision-making when purchasing dairy products. Further research is needed to confirm the digestive advantages of A2 milk and to develop strategies to increase consumer knowledge and awareness of its benefits.