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Consumer understanding of fluid milk and cheese processing and composition
1Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
Journal of Dairy Science
|July 12, 2021
Summary
Consumers are largely unaware of dairy processing methods like ultrafiltration and microfiltration. Educating them about these techniques can improve understanding and purchase intent for filtered milk products.
Area of Science:
- Dairy Science
- Consumer Behavior
- Food Processing Technology
Background:
- Ultrafiltration and microfiltration are increasingly used in the dairy industry.
- Consumer perception of dairy products made with these novel filtration methods is largely unstudied.
- Consumer understanding of dairy processing, including ultrapasteurization, is limited.
Purpose of the Study:
- To explore consumer understanding of milk processing and its constituents.
- To investigate consumer perception and purchase intent for dairy products made with filtered milk.
- To determine if explaining processing methods impacts consumer beliefs and intent.
Main Methods:
- Qualitative interviews (n=54) and an online survey (n=1,210) with dairy consumers.
- Assessed consumer knowledge of dairy ingredients, nutrients, and processing.
- Evaluated the impact of processing terms on purchase intent and consumer beliefs.
Main Results:
- Consumers demonstrated limited understanding of dairy processing, composition, and nutrition.
- Processing descriptors on labels were often overlooked; most consumers were unfamiliar with ultra/microfiltration.
- Explaining filtration processes increased consumer understanding, positive beliefs, and purchase intent for filtered milk and cheese.
Conclusions:
- Consumer education regarding novel dairy processing methods is crucial.
- On-package labeling and marketing messaging can positively influence consumer perception and purchase intent.
- Further research into product-specific effects of processing on consumer perception is warranted.
Keywords:
consumer knowledgeconsumer surveyqualitative researchultrafiltered milkultrapasteurized milkMore Related Videos
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