Are plant-based milks unique products or dairy milk substitutes? A study of consumer perceptions, uses, and consumption motivations of plant-based and dairy milks

Plant-based milks (PBMs) are positioned as dairy alternatives, yet consumer perception and sensory issues are barriers to acceptance. This study aimed to characterize milks based on sensory attributes, perceptions, and uses, and to determine dairy consumption motivations of consumers of both plant-based and dairy milks. Dairy, oat, pea, and blended milks (n = 12) were evaluated by consumers (n = 109) for overall liking (9-point hedonic scale), sensory attributes (Rate-All-That-Apply), perceptions and uses (Check-All-That-Apply), and dairy consumption motivation based on factors ‘Natural,’ ‘Need,’ ‘Normal,’ and ‘Nice.’ Dairy and oat milks were liked significantly more than pea milks and blends, generating two consumer clusters: dairy-oat-highlikers (high liking for dairy and oat milk) and dairy-plant-modlikers (moderate liking for dairy and specific plant-based milks). ‘Sweet,’ ‘smooth,’ and ‘creamy’ were identified as drivers of liking through Principal Component Analysis and Multifactor Analysis, respectively. Moreover, ‘simple,’ ‘traditional,’ ‘comforting,’ and varied product uses were correlated with most liked milks and associated with mean liking increase in Penalty Analysis. A key study finding was that plant-based milk consumers continued to consume dairy milk because of the perceived ‘Need’ for it (p < 0.0001). Subsequently, ‘Need’ was a prevalent consumption motivation across consumer clusters, regardless of varying degrees of liking for both plant-based and dairy milk. This study provides relevant consumer insights into the drivers of liking of PBMs and perceived ‘Need’ for dairy consumption. In developing PBMs, the aim may not be to replicate milk, but to shift focus on enhancing three key sensory attributes and creating a simpler product with more uses.