Drivers of choice for fluid milk versus plant-based alternatives: What are consumer perceptions of fluid milk?

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.     

Influence of packaging information on consumer liking of chocolate milk

Chocolate milk varies widely in flavor, color, and viscosity, and liking is influenced by these properties. Additionally, package labels (declared fat content) and brand are some of the extrinsic factors that may influence consumer perception. The objective of this study was to evaluate the effects of packaging labels and brand name on consumer liking and purchase intent of chocolate milk. A consumer acceptance test, conjoint analysis survey, and Kano analysis were conducted. One hundred eight consumers evaluated 7 chocolate milks with and without brand or package information in a 2-d crossover design. A conjoint analysis survey and Kano analysis were conducted after the consumer acceptance test. Results were evaluated by 2-way ANOVA and multivariate analyses. Declared fat content and brand influenced overall liking and purchase intent for chocolate milks to differing degrees. A subsequent conjoint analysis (n = 250) revealed that fat content was a driver of choice for purchasing chocolate milk followed by sugar content and brand. Brand name was less important for purchase intent of chocolate milk than fat or sugar content. Among fat content of chocolate milk, 2 and 1% fat level were most appealing to consumers, and reduced sugar and regular sugar were equally important for purchase intent. Kano analysis confirmed that fat content (whole milk, 1, or 2% fat chocolate milk) was an attractive attribute for consumer satisfaction, more so than brand. Organic labeling did not affect the purchase decision of chocolate milk; however, Kano results revealed that having an organic label on a package positively influenced consumer satisfaction. Findings from this study can help chocolate milk producers as well as food marketers better target their product labels with attributes that drive consumer choice of chocolate milk.     

Determining consumer purchase intentions: the importance of dry matter, size, and price of kiwifruit

Abstract: Knowledge of the relative importance of food quality attributes in determining consumer purchase intention is critical for robust assessment of economic opportunities for industry growth. The aim of this study is to demonstrate how conjoint analysis methodology that incorporates tasting of fruit can be used to collect such information. Three hundred Japanese consumers took part in research designed to measure the importance of dry matter (DM), size, and price of kiwifruit (Actinidia deliciosa “Hayward” and Actinidia chinensis “Hort16A”) for purchase intention. Measurement of consumer liking for kiwifruit of different DM content was a key first step. Liking increased as DM increased and was accompanied by increased purchase likelihood/choice probability for kiwifruit. The size of kiwifruit presented to consumers varied from “small” to “extra large.” Consumers liked “mid‐sized” kiwifruit over “small” or “extra‐large” kiwifruit. Despite these differences in liking, size was of little importance in determining purchase likelihood/choice probability for kiwifruit. Price was a very important factor in determining purchase likelihood/choice probability but was less important than DM content. As price increased, purchase likelihood/choice probability decreased. Beneath these general findings, heterogeneity existed. Some consumers placed more/less importance on the focal purchase drivers than suggested by the aggregate model. Overall, the results suggest that incentive schemes already implemented by industry should consider rewarding high‐DM fruit more than fruit size. Practical Application: This research has contributed to the New Zealand kiwifruit industry gaining a better understanding of the relative importance consumers place on DM, size, and price of kiwifruit and has resulted in changes to grower incentive schemes. The research approach presented forces consumer to tradeoff attributes of kiwifruit against each other and decide on how important two key quality attributes—DM and size—are relative to each other and relative to price. The application of conjoint analysis in this article can be transferred to other fruits, food, and beverages and help guide consumer‐led innovation.     

Consumer insights on prepackaged Cheddar cheese shreds using focus groups,conjoint analysis,and qualitative multivariate analysis

This study established attractive attributes and drivers of purchase for prepackaged Cheddar cheese shreds. Seven focus groups of Cheddar cheese shred consumers (n = 61) were conducted to probe consumer beliefs regarding packaging, ingredients, label claims, and applications of prepackaged Cheddar cheese shreds. Subsequently, an online survey was developed utilizing the key attributes from the focus groups. The survey (n = 1,288) included maximum difference scaling, Kano questions, and adaptive choice-based conjoint analysis. Additionally, 9 different commercial Cheddar cheese shreds varying in color, shred thickness, brand, and price were selected for a follow-up qualitative multivariate analysis to gain further consumer insight on attribute importance. Consumers (n = 13) were provided with commercial packages of shreds to evaluate over a 4-week period. Consumers journaled their likes and dislikes after use of each cheese shred and subsequently participated in a final 2.5-h focus group and projective mapping exercise. Consumers placed highest importance on price, followed by nutrition claims, color, sharpness, thickness, and label claims. Four consumer clusters were identified from conjoint utility scores. One consumer cluster exhibited preference for value-added features such as nutrition claims and brand, and another consumer cluster placed importance on shred color, whereas the other 2 groups were driven primarily by price. The qualitative multivariate analysis results confirmed the focus group and survey results: meltability, orange color, lack of clumps, ability to reseal the bag, and desirable “Cheddar” flavor were also preferred Cheddar shred qualities.     

Consumer perception of ice cream and frozen desserts in the “better-for-you” category

The consumption of ice cream and frozen desserts in the “better-for-you” (BFY) category has grown rapidly over the past few years, even as traditional ice cream sales remain stagnant. To better understand consumer preferences within the BFY category, an online survey (n = 1,051) was conducted with ice cream and frozen dessert consumers, followed by consumer acceptance testing of commercial BFY frozen dairy desserts. Consumers of BFY frozen desserts (n = 578) completed an adaptive choice-based conjoint survey and MaxDiff exercise to identify the attributes that drive purchase of BFY frozen desserts. MaxDiff exercises were also used to determine which attributes all frozen dessert consumers (n = 1,051) perceived to make a frozen dessert BFY and which stabilizers or emulsifiers were most attractive on an ice cream or frozen dessert label. Subsequently, a consumer acceptance test (n = 186) was conducted using 4 commercial vanilla-flavored frozen dairy desserts made with different sweetening systems (sugar, sucralose + acesulfame K, monk fruit + allulose, and stevia + erythritol). Half of consumers were primed or informed with the sweeteners and basic nutritional information for the frozen desserts before tasting, and the other half of consumers evaluated samples blinded, where they were only informed that they were tasting a vanilla-flavored frozen dessert. Sweetener type and base (dairy vs. plant) were the most important attributes to BFY consumers when selecting a BFY frozen dessert (n = 578). For all ice cream and BFY dessert consumers (n = 1,051), sweetener-related claims (naturally sweetened, reduced sugar, no added sugar), along with “all natural” and a short ingredient list, were the top attributes that contributed to perception of a “healthier” frozen dessert. When BFY frozen desserts were tasted by consumers, purchase intent decreased after tasting, suggesting that frozen desserts made with natural non-nutritive sweeteners did not meet consumer expectations. Flavor of BFY frozen desserts remains more important than perceived healthiness. Consumers perceive frozen desserts, even those in the BFY category, as an indulgence. Frozen dessert manufacturers should focus on naturally sweetened, dairy-based desserts with minimal sweetener-related flavor defects when designing products for the BFY category.     

Impact of nutritional claims on consumer preferences for bread with varied fiber and salt content

High consumption of bread provides a lot of salt, but it can also provide a lot of fiber to the diet. The use of labels on bread could encourage consumers to choose bread with improved nutritional value, i.e., with reduced salt and increased fiber content. The aim of the study was to explore the impact of the different nutritional information on preferences regarding bread (wheat plain roll) with reduced sodium content and bread enriched with fiber. The survey was carried out among a group of 330 adult consumers in 2015 in the southern part of Poland. The conjoint analysis design included four product attributes – two nutritional claims (“Low salt content” and “Source of dietary fiber”), fiber content, and salt content. The mean part-worth utilities of individual product attributes and the relative importance of attributes within the sample were calculated using SAS procedures. Next, cluster analysis, based on the individual utilities, was undertaken to identify groups (clusters) of consumers with similar preferences. Salt content had higher relative importance for the participants in comparison with both claims, while the relative importance of dietary fiber content was the lowest. The relative importance of both nutritional claims was almost equal, namely 25.5% for the fiber claim and 25.4% for the salt claim. The results of cluster analysis showed strong heterogeneity in consumer reactions to the attributes of the tested product. To conclude, providing information about the salt and fiber content of bread is necessary to encourage a healthy choice, but the claims placed on bread packaging seem to be insufficient as they contribute to the avoidance of the product. Increasing consumer awareness of nutrition claims of foods is required.     

Analyses of consumers' preferences and of the correspondence between direct and indirect label claims and the fatty acid profile of milk in large retail chains in northern Italy

Combined results from 2 survey studies were used to obtain information useful for the industries and retailers involved in the milk production and selling chain in North Italy. The first survey identified different clusters of fluid milk purchasers by examining their preferences and attitudes toward 12 intrinsic–extrinsic and credence milk attributes, by applying best–worst scaling methodology, whereas the second survey characterized the fatty acid (FA) profiles of commercial milk sold by large-scale retailers to verify the correspondence between the actual FA profile and the direct and indirect claims on the labels. To summarize information about the FA profile of milk, which may be considered an advanced attribute of milk quality, the milk FA index (MFAI) was calculated for each milk sample. A total of 130 milk samples (around 85% of the labels in northern Italy) and a total of 502 participants who answered a face-to-face questionnaire were considered in the 2 surveys. The milk samples were 13.1% organic, 9.2% certified as being of mountain origin, and over 50% noncertified but linked to cow grazing or to a mountain environment on their labels. The FA profiles showed a wide range of variation, with saturated FA ranging from 63.4 to 71.8, and polyunsaturated FA from 2.76 to 5.85. The FA profile and MFAI index of certified milk (organic or mountain-derived) were significantly different from the profiles of noncertified milk, whereas no correspondence was observed between the retail price and milk quality. When ranked on the basis of MFAI, which proved to be a good discriminating tool, the certified milks presented a bimodal distribution, indicating that certification does not always guarantee a real difference. The consumers chose milk considering the origin of the product, brand, expiration date, and process certification as the most important attributes, whereas they rated price and organic certification as the least important attributes. The study showed that about 20% of the consumers had a high propensity to buy milk on the basis of its quality. However, this attribute is often incorrectly indicated or not indicated at all on the milk label, with misleading images or claims that do not correspond to the actual FA quality of the milk. Having a clear index that offers information about the FA profile could thus be an interesting tool to improve the awareness of buyers and to valorize and differentiate milk products.     

Consumer Attitudes and Preferences for Fresh Market Tomatoes

This study established attractive attributes and consumer desires for fresh tomatoes. Three focus groups (n = 28 participants) were conducted to explore how consumers perceived tomatoes, including how they purchased and consumed them. Subsequently, an Adaptive Choice Based Conjoint (ACBC) survey was conducted to understand consumer preferences toward traditional tomatoes. The ACBC survey with Kano questions (n = 1037 consumers in Raleigh, NC) explored the importance of color, firmness, size, skin, texture, interior, seed presence, flavor, and health benefits. The most important tomato attribute was color, then juice when sliced, followed by size, followed by seed presence, which was at parity with firmness. An attractive tomato was red, firm, medium/small sized, crisp, meaty, juicy, flavorful, and with few seeds. Deviations from these features resulted in a tomato that was rejected by consumers. Segmentations of consumers were determined by patterns in utility scores. External attributes were the main drivers of tomato liking, but different groups of tomato consumers exist with distinct preferences for juiciness, firmness, flavor, and health benefits.     

Consumers’ attitudes towards alternative grains: a conjoint analysis study

Recently, alternative grains (millet, quinoa, sorghum) have been used to produce several food products common to North Americans. The objective of this study was to identify the attributes that drive consumers liking of alternative grains. A literature review and two focus groups were conducted. Four attributes were identified as being important to consumers when purchasing alternative grains. These attributes included grains, product type, flavour and claims. A choice- based conjoint analysis survey was created and administered to 346 individuals who live in Atlantic Canada. Product type and flavour were the most important attributes to consumers. Sweet and nutty flavours, products made from quinoa, or products with claims indicating they were a source of fibre, reduced risk of type 2 diabetes or reduced risk of cardiovascular disease, had a positive effect on consumer liking.     

Labelling effects on consumer intention to purchase for soybean oil

The effect of some soybean oil label attributes on consumer intention to purchase was evaluated by using conjoint analysis. Four attributes with two levels each were chosen and manipulated. They were: brand name (familiar and unfamiliar), price (high and low), nutritional information (with and without cholesterol, and rich in vitamin E) and soybean type (with and without the term “transgenic”). A complete factorial design was used and 16 hypothetical soybean oil packages were created and evaluated by 144 consumers based on their intention to purchase. The term transgenic had a negative impact on the purchase intention of 76% of consumers, i.e., they declared an intention not to buy the transgenic soybean oil. Overall purchase intention was affected by price, with the low priced oils obtaining a higher purchase intention.     

Consumer Input for Developing Human Food Products Made with Sorghum Grain

Abstract: Because sorghum grain has important characteristics (for example, great antioxidant profile) for introduction into the regular human diet, producers and industry aim to develop successful products using sorghum as the base. The 1st step in developing products attractive for consumers is understanding consumer needs and expectations. Conjoint analysis determines attributes which may be important or unimportant for one product. In this study, focus groups and conjoint analysis were used to establish which attributes are helpful for promoting purchase intent of sorghum grain products. Once those characteristics were chosen, a national survey was conducted to confirm the selection. During the focus groups, the heath aspects of grain products seemed to be the most appealing for consumers, whereas conjoint analysis showed that sensory attributes were the principal drivers for purchase intent. Practical Application: The data presented in this study are essential for industry as a starting point for developing sorghum grain based food products. It is necessary to address consumers’ demands to ensure new products’ success in the market, and the present study clearly shows this consumers’ input.     

Consumer perception of smoked Cheddar cheese

Consumer perception of smoked cheese was evaluated through focus groups, surveys, and central location testing. Three focus groups (n = 29) were conducted with consumers of smoked cheese. Subsequently, 2 online surveys were conducted. The purpose of the first survey (n = 1,195) was to understand types of smoked cheeses consumed and if consumers associated specific wood smokes with smoked cheese. Next, an adaptive choice-based conjoint (n = 367) was designed to evaluate consumer perception of different attributes of smoked cheese. Maximum difference scaling and familiarity questions were also included in the adaptive choice-based conjoint survey. Following the surveys, a central location test (n = 135) was conducted with cheeses smoked with 3 different woods at a low and high intensity (6 cheeses total). Hierarchical Bayesian estimation, 1-way ANOVA, agglomerative hierarchical clustering, and 2-way ANOVA (smoke type × intensity level) were used to interpret the collected data. Results from the focus groups indicated that smoked cheese was perceived as an artisan, high-end product and that appearance and price were strong purchase factors. In general, consumers were not aware of how smoked flavor was imparted to cheese, but when informed of the processes, they preferred cold-smoked cheese to the addition of liquid smoke flavor. Results from both surveys confirmed focus group observations. Consumers perceived flavor differences among different wood smokes and smoked products. Method of smoking, smoke intensity, type of wood, and type of cheese were the most important attributes for purchase of smoked cheese. When tasting, consumers differentiated smoke aroma and flavor among cheeses and preferred cherry wood smoked cheeses over apple wood or hickory smoked cheeses. Understanding consumer perceptions of smoked cheese will give insight into the desired experience that consumers expect when purchasing smoked cheese.     

Improving food safety within the dairy chain: an application of conjoint analysis

This study determined the relative importance of attributes of food safety improvement in the production chain of fluid pasteurized milk. The chain was divided into 4 blocks: "feed" (compound feed production and its transport), "farm" (dairy farm), "dairy processing" (transport and processing of raw milk, delivery of pasteurized milk), and "consumer" (retailer/catering establishment and pasteurized milk consumption). The concept of food safety improvement focused on 2 main groups of hazards: chemical (antibiotics and dioxin) and microbiological (Salmonella, Escherichia coli, Mycobacterium paratuberculosis, and Staphylococcus aureus). Adaptive conjoint analysis was used to investigate food safety experts' perceptions of the attributes' importance. Preference data from individual experts (n = 24) on 101 attributes along the chain were collected in a computer-interactive mode. Experts perceived the attributes from the "feed" and "farm" blocks as being more vital for controlling the chemical hazards; whereas the attributes from the "farm" and "dairy processing" were considered more vital for controlling the microbiological hazards. For the chemical hazards, "identification of treated cows" and "quality assurance system of compound feed manufacturers" were considered the most important attributes. For the microbiological hazards, these were "manure supply source" and "action in salmonellosis and M. paratuberculosis cases". The rather high importance of attributes relating to quality assurance and traceability systems of the chain participants indicates that participants look for food safety assurance from the preceding participants. This information has substantial decision-making implications for private businesses along the chain and for the government regarding the food safety improvement of fluid pasteurized milk.     

液态奶营养调整对北京居民消费意向影响力的调查

对北京市1301名消费者的液态奶消费行为进行了随机抽样调查，以了解消费者对维生素、矿物质强化和蛋白质、脂肪成分调整液态奶产品的态度。及产品包装上的营养标示对购买意向的影响力。结果表明，消费者对营养宣称产品总体上有积极的购买意向．但对营养强化的认知不足，对营养标示关注不够。建议乳品企业在开发相关产品时更加重视产品的人群针对性，注重健康宣称的告知途径，增大对消费者乳品营养教育投入的力度和系统性。     

Consumer perception of dried dairy ingredients: Healthy,natural, and sustainable?

Conscious consumerism is growing, along with consumer demand for socially conscious dairy products or dairy alternatives. To successfully position dairy products (especially conventional dairy) in this changing marketplace, dairy producers and processors must understand how to strategically use both on- and off-package messaging aligned with consumer perceptions. However, consumer perception of attributes such as sustainable, natural, and healthy is complex, and varies between product categories as well as among products within a category. The objective of this study was to characterize consumer definitions of the terms “sustainable,” “natural,” and “healthy” as they pertain to dried dairy ingredients. To meet this objective, we conducted an online survey with 3 maximum difference scaling exercises to determine the importance of 63 label claims to consumer definitions of the terms sustainable, natural, and healthy. The role of priming with dried ingredient processing information on consumer perception of these terms was also explored. Within the dried dairy ingredients category, there is extensive cognitive overlap between the terms sustainable, natural, and healthy. Priming did not affect consumer definitions of any of these terms. Certification-related claims were considered among the least important claims for consumer definitions of sustainable, natural, and healthy, whereas claims that were simple to read and visualize were considered among the most important. Claims related to animal welfare and happiness or simple, minimal ingredients and processing were considered by consumers to be important for all 3 terms. For each of these terms, there was a cluster of consumers who defined the term primarily by simple ingredients and minimal processing, and another cluster who defined the term primarily by happy cows and conscious farming practices. The terms sustainable and healthy each had a third, unique consumer cluster. This third definition cluster defined sustainability primarily by environmental effects, whereas this cluster defined healthy primarily in fitness and nutrition terms. Age and to a lesser extent, gender, affected importance placed on these 3 terms and also affected definition of the term. Understanding these consumer definitions provides insight on how to formulate marketing and educational messaging to speak to each consumer segment.     

Beliefs and attitudes of butchers and consumers towards dry-cured ham

The objectives were to evaluate the attitude of butcher and consumer towards soft and pasty texture problems in dry-cured ham and to assess the butcher and consumer behaviour when selecting and purchasing this product. Ninety-nine butchers and 200 consumers were interviewed with 17-question and 20-question surveys, respectively. The texture problems (softness and pastiness) were highly important for both butchers and consumers. The characteristics most frequently considered “important” or “very important” by butchers were processing time, smell/aroma and texture as selection criteria and salty taste and aged/matured flavour as sensory indicators of dry-cured ham quality. According to butchers’ opinion, salty taste and their own advice are the factors most frequently considered “important” or “very important” as affecting the consumer’s decision to purchase. For the consumer, the sensory attributes were considered more important than extrinsic characteristics when purchasing dry-cured ham.