Wang Aili, Tan Chunhua, Yu Wenwen, Zou Liang, Wu Dingtao, Liu Xuanbo
Key Laboratory of Coarse Cereal Processing (Ministry of Agriculture and Rural Affairs), College of Food and Biological Engineering, Chengdu University, Chengdu 610106, China.
Department of Food Science and Technology, Virginia Polytechnic Institute and State University, 1230 Washington Street SW, Blacksburg, VA 24061, USA.
Foods. 2025 Apr 1;14(7):1240. doi: 10.3390/foods14071240.
Plant milks are considered to be nutritious, sustainable, and vegetarian food products, and they have been the fastest growing beverages in the past decade in China. However, few studies have investigated consumers' demands and purchase behaviors with respect to plant milks. Through an online questionnaire (n = 1052 valid responses), this study identified the factors that influenced individuals' purchase intentions, purchase behaviors, attitudes, and demands with respect to current and future plant milk products. Through descriptive analysis and PCA, this study revealed that nutritional value (63.6%), taste (56.3%), and calories (42.8%) were the top three factors that Chinese consumers most cared about regarding plant milks. In the current Chinese market, coconut milk is the most popular plant milk with the highest purchase rate (61.2%), followed by soymilk (53.9%). Male consumers preferred plant milk with higher protein content and fortified with antioxidants, while female consumers preferred plant milk low in calories and enriched with collagen, dietary fiber, and probiotics. Chinese consumers are willing to pay higher prices for plant milks with enhanced nutritional value, improved product quality, and strengthened safety assurances. Innovative forms of plant milk, such as bean milk, rice milk, and quinoa milk, may be developed to satisfy the diversified needs of consumers.
植物奶被认为是营养丰富、可持续的素食食品，并且在过去十年中一直是中国增长最快的饮料。然而，很少有研究调查消费者对植物奶的需求和购买行为。通过在线问卷调查（n = 1052个有效回复），本研究确定了影响个人对当前和未来植物奶产品的购买意愿、购买行为、态度和需求的因素。通过描述性分析和主成分分析，本研究发现营养价值（63.6%）、口感（56.3%）和热量（42.8%）是中国消费者在植物奶方面最关心的前三大因素。在当前中国市场，椰奶是最受欢迎的植物奶，购买率最高（61.2%），其次是豆浆（53.9%）。男性消费者更喜欢蛋白质含量较高且添加了抗氧化剂的植物奶，而女性消费者更喜欢热量低且富含胶原蛋白、膳食纤维和益生菌的植物奶。中国消费者愿意为营养价值更高、产品质量更好、安全保障更强的植物奶支付更高的价格。可以开发创新形式的植物奶，如豆奶、米奶和藜麦奶，以满足消费者的多样化需求。
