Consumer perception of dried dairy ingredients: Healthy, natural, and sustainable?

Conscious consumerism is growing, along with consumer demand for socially conscious dairy products or dairy alternatives. To successfully position dairy products (especially conventional dairy) in this changing marketplace, dairy producers and processors must understand how to strategically use both on- and off-package messaging aligned with consumer perceptions. However, consumer perception of attributes such as sustainable, natural, and healthy is complex, and varies between product categories as well as among products within a category. The objective of this study was to characterize consumer definitions of the terms "sustainable," "natural," and "healthy" as they pertain to dried dairy ingredients. To meet this objective, we conducted an online survey with 3 maximum difference scaling exercises to determine the importance of 63 label claims to consumer definitions of the terms sustainable, natural, and healthy. The role of priming with dried ingredient processing information on consumer perception of these terms was also explored. Within the dried dairy ingredients category, there is extensive cognitive overlap between the terms sustainable, natural, and healthy. Priming did not affect consumer definitions of any of these terms. Certification-related claims were considered among the least important claims for consumer definitions of sustainable, natural, and healthy, whereas claims that were simple to read and visualize were considered among the most important. Claims related to animal welfare and happiness or simple, minimal ingredients and processing were considered by consumers to be important for all 3 terms. For each of these terms, there was a cluster of consumers who defined the term primarily by simple ingredients and minimal processing, and another cluster who defined the term primarily by happy cows and conscious farming practices. The terms sustainable and healthy each had a third, unique consumer cluster. This third definition cluster defined sustainability primarily by environmental effects, whereas this cluster defined healthy primarily in fitness and nutrition terms. Age and to a lesser extent, gender, affected importance placed on these 3 terms and also affected definition of the term. Understanding these consumer definitions provides insight on how to formulate marketing and educational messaging to speak to each consumer segment.