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.
“Word-of-mouth is high commitment, as it shows the consumer has previously consumed a product and taken the time to review it and share online”
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 by a consumer. In comparison, word-of-mouth is high commitment, as it shows the consumer has previously consumed a product and taken the time to review it and share online. By gaining insight into consumer attitudes, marketers have a guide to potential behavior,” Dr. Rombach told Lincoln University.
Influencing product choices
Key findings reveal that consumers show varying enthusiasm for plant-based milk alternatives based on their dietary practices, health concerns, and environmental or animal welfare considerations. Marketers can leverage these preferences by emphasizing particular benefits and tailoring messaging to specific consumer segments, such as those with dietary restrictions or weight management goals.
“Word-of-mouth is an important channel to measure, particularly online”
Vegetarian and vegan consumers, for instance, are interested in the cruelty-free and animal welfare standards benefits of plant-based milk. Meanwhile, health-conscious consumers are more likely to try plant-based milk in light of its high fiber and low-fat benefits.
As highlighted above, the study found that plant-based milk enthusiasts are crucial in the promotion of new products through word-of-mouth. The researchers suggest that engaging this group in brand storytelling can effectively reach a wider audience.
“Word-of-mouth is an important channel to measure, particularly online. Most of us scroll through our social media accounts every day. Our digital world aids our product choices with family, friends, and online influencers impacting what we buy,” Dr. Rombach said.
Repositioning plant-based milk
The study also reveals a dichotomy between dairy and plant-based milk consumers. While traditional marketing has positioned plant-based milk as a dairy substitute, the research suggests repositioning plant-based milk as supplementary rather than a direct substitute may mitigate negative sentiments. They also argue that highlighting taste similarities to dairy milk can be a successful strategy to avoid disappointment and negative feedback.
Future research should focus on a broader population, including older consumers and children, and explore regional differences in consumer preferences. In addition, cross-cultural comparisons, particularly with Asian markets, could provide valuable insights into global trends, conclude the authors.
“Results show that animal welfare, dairy preference, environmental concerns, and plant-based milk enthusiasm are significant predictors for willingness to try plant-based milk alternatives. Dairy preferences, environmental concerns, and plant-based milk enthusiasm predict the word-of-mouth factors. Overall, plant-based milk enthusiasm is the strongest driver for both consumer behaviours,” the study reads.
