Cow Milk versus Plant-Based Milk Substitutes: A Comparison of Product Image and Motivational Structure of Consumption

Abstract

Cow milk is under increased scrutiny due to its environmental impact and ethical considerations concerning animal welfare. At the same time, a rising share of consumers is switching to plant-based milk substitutes (abbreviated “plant milk”). The objective of this study was (1) to analyze the product image of plant milk and cow milk and (2) to compare the motivational structure behind the consumption of both product categories. For this purpose, a quantitative survey with Austrian consumers was carried out to analyze the product image of plant milk in comparison to cow milk (n = 1001). The product image analysis revealed that the product image of cow milk is still much better than that of plant milk. Amongst others, cow milk is considered to be healthier, more natural, and better for bones. Product image valuation was dependent on the (non-)consumption of plant milk. Plant milk consumers evaluated plant milk significantly better; they considered plant milk to be much better digestible and allergy-free. The qualitative study using means-end-chain analysis, with two sub-samples of interviewees (plant milk consumers, n = 30, and cow milk consumers, n = 30), identified different motives for the consumption of cow milk and plant milk. Motives that were only reported from cow milk consumers are the origin of milk and the support of small-scale dairy production of farmers. Motives of plant milk consumers were much more diverse and included animal welfare and sustainability aspects.

Got Mylk? The Emerging Role of Australian Plant-Based Milk Alternatives as A Cow’s Milk Substitute

“…While grain-based milks, such as from rice, have been demonstrated to have a high glycaemic index due to enzymatic hydrolysis during production [99], making these products potentially unsuitable for diabetics. In previous studies, the lower energy and fat content relative to cow's milk have been found to be triggers for plant milk consumption [6,81]. Indeed, we found some beverages to have low approximate solids content, which likely translated to lower energy, but potentially at the cost of reduced satiety relative to cow's milk.…”

“…Results of our dietary modelling highlighted that by substituting cow's milk with some plant-based beverages in these age groups, the intake of some bone-health promoting nutrients, including protein, calcium and zinc, could be reduced. This is a disconcerting discovery, as consumers reportedly perceive plant-based milk alternatives to be mineral-rich and good for bones [5,6,81]. The benefits derived from cow's milk are likely attributable to the complex interactions between nutrients that synergistically promote bone and muscle anabolism, rather than solely as a source of essential minerals in bone formation itself [82], for example, calcium and Vitamin D. During stages of growth, the accrual of bone density is closely correlated with muscle mass [83], and muscle contraction is involved in maintaining bone density throughout life.…”

“…Australia is witnessing significant growth in the plant-based milk alternatives market, with products accounting for 7% of all milk consumed and estimated value of $230 million [4]. By virtue of their positive perception and high sensory acceptance [5,6], plant-based milk alternatives broaden avenues for serving the needs of diverse populations that harbour concerns associated with dairy. Its consumption coheres with the growing prevalence of health conditions, including milk protein allergy and lactose intolerance [7,8], consumer demand for vegan/vegetarian foods [9,10] and concerns with animal welfare [11].…”

Nuts as Dietary Source of Fatty Acids and Micro Nutrients in Human Health

“…These nuts due to their unique nutritional properties are very much appreciated in vegan diets, gluten free diets and paleo diets [1]. Nut consumption and associated health benefits gained much interest in recent times and even considered as alternative to milk and meat [2,3]. Nuts are the part of traditional Mediterranean diet and now the nutrition research community advocates its consumption in a regular basis [4].…”

Assessment of the Dietary and Biological Value of a Plant-based Milk Analogue from Fenugreek Seeds

“…Alternative plant-based inputs for the production of milk analogues, including an analysis of their dietary and biological value, are explored in [26], but fenugreek seeds are not considered as a potential input material for making this group of products. Issues of forming nutrient properties of plant-based milk analogues are highlighted in [27], but literary evidence about developments of plant-based milk analogues using fenugreek seeds are not given. The chemical composition of fenugreek and some of its biologically valuable substances are described in [28].…”