Killing the sacred dairy cow? Consumer preferences for plant‐based milk alternatives

Abstract

We examine the relationship between demand for plant‐based milk alternatives and dairy milk using data from a survey and a discrete choice experiment completed by 902 Canadians. Our survey results show that most individuals who drink milk alternatives also consume dairy milk, and preferences for milk alternatives vary across consumption contexts. Using our experimental data, we estimate consumer preferences via a mixed logit model. These preferences are then used to calculate a set of price elasticities and to predict market shares for dairy milk in counterfactual simulations that exclude select milk alternatives. Although the elasticity of dairy milk with respect to the price of milk alternatives is relatively low, we predict that between 57% and 83% of respondents who purchase milk alternatives would have purchased dairy milk if milk alternatives were not available, depending on the counterfactual. We also show that preferences for milk alternatives are linked to age and food values. Finally, we use our experiment to test the impact of additional information about the impact of dairy milk on animal welfare, the environment, and nutrition on preferences for milk alternatives. The treatment effects are generally statistically insignificant. [EconLit Citations: L66, Q18, D12]

Driving Factors Influencing the Decision to Purchase Plant-Based Beverages: A Sample from Türkiye

“…Our results confirm the conclusion that gender affects the actual buying behavior, as in the results of the studies in the literature. However, in the literature, the actual buying behavior of females is higher, which is different from our results [ 58 , 59 ]. When it is assumed that all these sociodemographic factors that increase actual buying behavior are collected in the same individual, it is thought that buying behavior may increase with multiple effects.…”

“…Furthermore, price, brand, and whether there was a promotion or not affected the decision to purchase plant-based beverages ( Table 2 ). Studies in the literature have also shown that several factors including nutrient content, diet, socioeconomic status, health effects, environmental protection, and sustainability influenced the preference and purchasing behavior for plant-based beverages [ 10 , 17 , 57 , 58 , 66 ].…”

“…Conversely, Palacios et al stated that age did not have a significant effect on the general liking for soy beverages [ 57 ]. Besides age, studies in the literature highlighted that consumers of plant-based alternatives are generally females [ 58 , 59 ]. These findings highlighted the significance of gender.…”

“Soy Boy vs. Holy Cow”—Understanding the Key Factors Determining U.S. Consumers’ Preferences and Commitment to Plant-Based Milk Alternatives

“…This ultra-processing serves multiple purposes, including enhancing the product's shelf life and imitating the taste, appearance, and texture of regular dairy-based milk [6]. Ethical and climate-conscious US consumers, as well as those following a vegan diet or those with dietary restrictions such as lactose intolerance or cow milk protein allergies, commonly favor plant-based milk alternatives [7][8][9][10]. Consumers with lactose intolerance often favor buying plant-based milk products over taking pills to help them digest lactose, as these medications can be rather expensive [11].…”

Consumers’ Preferences and Attitudes towards Plant-Based Milk

“…The rise in PBM popularity reportedly corresponds with a decrease in dairy milk sales [ 19 ]. Key drivers of this growth of PBM include the upgrading of taste, nutrient fortification, and increasing environmental and health awareness among consumers [ 20 , 21 , 22 ]. Public values related to environmental impact and animal welfare are notable influencers of demand for PBM [ 23 , 24 ].…”