A cross-cultural comparison to find the most promising protein sources for milk and cheese alternatives among four European countries

The transition to more sustainable diets can be facilitated by substituting milk and cheese with plant-based alternatives. To increase the consumption of milk and cheese alternatives, it is important to understand which protein sources are most accepted by consumers. An online survey was conducted in Finland, Germany, Italy, and Serbia (N = 2036) to assess consumer expectations regarding the taste, healthiness, and environmental friendliness of various protein sources for milk and cheese alternatives. The study also explored the influence of consumption contexts and consumer characteristics on the willingness to substitute milk and cheese. Nuts, including almond, hazelnut, and cashew, were identified as the most promising protein sources across all countries. The study further showed that participants were more willing to substitute milk than cheese and that they were particularly open to substituting milk in coffee. Additionally, individuals with lower food neophobia levels and those who considered health and ecological welfare as important attributes were more likely to substitute. It is recommended that producers and marketers of milk and cheese alternatives focus on preferred protein sources and promote these alternatives for consumption contexts in which substitution is more likely to occur. Through these strategies, familiarity with milk and cheese alternatives is increased and greater acceptance is fostered.