New Zealand

Research on US consumer preferences for plant-based milk, conducted by New Zealand’s Lincoln University, has found that plant-based milk enthusiasts actively promote these alternatives through word-of-mouth, making them valuable allies in marketing. The study — focused on US consumers, due to the country’s extensive plant-based milk market — was conducted by Dr. Meike Rombach, Dr. Lei Cong, and Associate Professor David Dean and published in Beverages, to provide a framework for marketers to promote plant-based milk more effectively. Through a survey, the researchers measured how factors such as animal welfare, environmental concerns, health consciousness, and personal dietary preferences influenced consumers’ willingness to try plant-based milk and their propensity to share their views through word-of-mouth, particularly on social media. “Willingness to try is a low-commitment response …

more