Consumer understanding of fluid milk and cheese processing and composition.

Ultrafiltration and microfiltration are 2 types of membrane filtration commonly used by the dairy industry. Filtered milk products are becoming increasingly common, but there is concern that consumers unfamiliar with these processing methods may form negative uninformed perceptions of cheeses made with these milks. There are many studies that address the chemical and physical properties of cheeses made with filtered milk, but, to our knowledge, there are none that address consumer perception of these products. Similarly, ultrapasteurization is becoming more common for US dairy products. Although previous work has characterized consumer liking of ultrapasteurized milks, few have investigated understanding and perception of this process. The objective of this study was to explore consumer understanding of milk processing and constituents, particularly as it relates to milk used as an ingredient in cheese. To achieve this goal, we investigated the following 4 questions: (1) Does the average dairy product consumer understand the basic ingredients and nutrients in fluid milk and cultured dairy products? (2) Does the average dairy product consumer understand the basic processes for fluid milk and cultured dairy products? (3) Do different processes affect consumer perception or purchase intent? (4) Does explaining a process change consumer understanding of, beliefs about, and purchase intent for dairy products? Qualitative interviews (n = 54) and an online survey (n = 1,210) were conducted with dairy product consumers. Survey responses paralleled those from one-on-one interviews. The average dairy product consumer could recall key words related to dairy processing, composition, nutrients, and ingredients, but was largely unfamiliar with these subjects. Highly educated and older consumers were more likely to have a better understanding of dairy composition and nutrition, particularly lactose content of milk and Cheddar cheese and the source of fluid whey and whey protein. Processing-related descriptors (e.g., ultrapasteurized or ultrafiltered) in ingredient statements were likely to be overlooked on labels (especially for familiar products), as just 34% of dairy product consumers read the labels on dairy products often or always before purchase. The majority (>80%) of dairy product consumers were unfamiliar with ultrafiltered or microfiltered milk, but uninformed perceptions were generally positive. Consumers unfamiliar with processing methods were likely to assume those methods increase the price of a dairy product. For the majority of consumers, purchase intent for fluid milk and cultured dairy products was not affected when nonconventional processing terms such as ultrafiltered or microfiltered were included in the ingredients statement. This effect was consistent for fluid milk and Cheddar cheeses but not for cottage cheese, suggesting the possibility of product-specific effects. Providing respondents with a definition of filtration increased consumer understanding of, positive beliefs about, and purchase intent for fluid filtered milk and cheese made with filtered milk. Educating consumers through on-package labeling and other marketing messaging should be investigated for dairy products that incorporate processes such as ultrapasteurization or filtration.