McCarthy K S, Parker M, Ameerally A, Drake S L, Drake M A
Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
J Dairy Sci. 2017 Aug;100(8):6125-6138. doi: 10.3168/jds.2016-12519. Epub 2017 May 24.
Fluid milk consumption has declined for decades while consumption of nondairy alternatives has increased. A better understanding of why consumers purchase fluid milk or nondairy alternatives is needed to assist increased sales of milk or maintain sales without further decline. The objective of this study was to determine the extrinsic attributes that drive purchase within each product category. The second objective was to determine the personal values behind the purchase of each beverage type to give further understanding why particular attributes are important. An online conjoint survey was launched with 702 dairy consumers, 172 nondairy consumers, and 125 consumers of both beverages. Individual means-end chain interviews were conducted with fluid milk consumers (n = 75), plant-based alternative consumers (n = 68), and consumers of both beverages (n = 78). Fat content was the most important attribute for dairy milk followed by package size and label claims. Consumers of fluid milk preferred 1 or 2% fat content, gallon, or half-gallon packaging, conventionally pasteurized store-brand milk. Sugar level was the most important attribute for plant-based beverages, followed by plant source and package size. Almond milk was the most desirable plant source, and half-gallon packaging was the most preferred packaging. Means-end chain interviews results suggested that maintaining a balanced diet and healthy lifestyle was important to all consumer groups. Lactose free was an important attribute for plant-based alternative consumers and consumers of both dairy and nondairy. A distinguishing characteristic of those who only drank nondairy plant-based alternatives was that plant-based beverages contributed to a goal to consume less animal products, beliefs about animal mistreatment, and perceived lesser effect on the environment than fluid milk. Unique to fluid milk consumers was that fluid milk was perceived as a staple food item. These results suggest that the dairy industry should focus on the nutrition value of milk and educating consumers about misconceptions regarding dairy milk. Future beverage innovation should include the development of lactose-free milk that is also appealing to consumers in flavor.
几十年来，液态奶的消费量一直在下降，而非乳制品替代品的消费量却在增加。为了帮助增加牛奶销量或维持销量而不致进一步下滑，需要更好地了解消费者购买液态奶或非乳制品替代品的原因。本研究的目的是确定推动每个产品类别购买行为的外在属性。第二个目的是确定购买每种饮料类型背后的个人价值观，以便进一步理解为何特定属性很重要。针对702名乳制品消费者、172名非乳制品消费者和125名同时消费这两种饮料的消费者开展了一项在线联合调查。对液态奶消费者（n = 75）、植物基替代品消费者（n = 68）和同时消费这两种饮料的消费者（n = 78）进行了个体手段-目的链访谈。脂肪含量是全脂牛奶最重要的属性，其次是包装尺寸和标签声明。液态奶消费者更喜欢脂肪含量为1%或2%的、加仑或半加仑包装的、传统巴氏杀菌的商店自有品牌牛奶。糖分水平是植物基饮料最重要的属性，其次是植物来源和包装尺寸。杏仁奶是最受欢迎的植物来源，半加仑包装是最受青睐的包装。手段-目的链访谈结果表明，保持均衡饮食和健康生活方式对所有消费群体都很重要。无乳糖对植物基替代品消费者以及乳制品和非乳制品消费者来说都是一个重要属性。只饮用非乳制品植物基替代品的消费者的一个显著特征是，植物基饮料有助于实现减少动物产品消费的目标、有关动物虐待的信念，以及认为其对环境的影响比液态奶小。液态奶消费者独有的特点是，液态奶被视为一种主食。这些结果表明，乳制品行业应关注牛奶中的营养价值，并就有关全脂牛奶的误解对消费者进行教育。未来的饮料创新应包括开发无乳糖牛奶，这种牛奶在口味上也能吸引消费者。
