Exploring preferences and emotional responses of a dairy-based hybrid product: insights from consumer-centric development using different health-oriented clusters

This study developed and validated a hybrid dairy product in which part of the milk was replaced with a plant-based alternative. The co-creation phase involved an online survey (n = 535 participants), which identified two distinct consumer clusters based on their general interest in healthy eating. Cluster 1 primarily comprised young individuals with lower health concerns and a greater preference for products with a higher milk content, whereas Cluster 2 consisted of health-conscious consumers with greater dietary awareness and a higher willingness to reduce milk content in products. Yogurts and ice creams were the most preferred categories for hybrid product development, while dairy beverages and milk substitutes were the least desired. Coconut and cashew nuts were the most preferred plant-based ingredients. Additionally, consumers prioritized qualified nutritional claims such as “high protein content,” “rich in fiber,” and “fortified with vitamins and minerals,” while claims such as “low fat” and “low sugar” were less valued. Based on these insights, a hybrid yogurt was formulated in five variations, incorporating different proportions of milk and a coconut-based milk alternative. Sensory analysis (n = 158 participants) revealed that samples with a higher milk content received higher liking scores and predominantly evoked positive emotions, such as “Satisfied” and “Pleasantly Surprised,” as measured by Temporal Dominance of Emotions (TDE). Conversely, formulations with a higher proportion of the coconut-based milk alternative were associated with more neutral and negative emotions, such as “Unpleasantly Surprised” and “Mild,” and demonstrated lower liking scores. The integration of co-creation with sensory validation proved successful in the development of a consumer-driven hybrid dairy product.