An investigation into consumer perception and attitudes towards plant-based alternatives to milk

Plant-based milk alternatives (PBAs) are growing in popularity, which has led to the creation of many novel beverages from cereals, legumes, nuts, seeds, and pseudocereals. As such, the aim of this study was to evaluate consumer attitudes towards, and perception of PBAs currently offered on the market in Canada. First, a survey was conducted asking participants (n = 323) to complete a word association task investigating PBAs. Then six different PBAs (oat, almond, soy, pea, cashew, and coconut) were evaluated using nine-point hedonic scales and check-all-that-apply questions by consumers (n = 88). Lastly, consumers (n = 80) evaluated the acceptability of flavoured PBAs (chocolate and vanilla). Participants associated PBAs with health benefits, sustainability, and sensory characteristics. PBAs made from almond, oat, and pea were liked significantly more than PBAs made from cashews, but not more than coconut or soy PBAs. Perception of sweet, creamy, smooth, nutty, and white attributes increased the participants' liking of PBAs, while attributes such as aftertaste, brown, beany, watery, and off-flavour detracted from it. The flavouring (chocolate and vanilla) increased the participants' liking of almond and oat PBAs. Future studies should investigate other PBAs made from different ingredients and how flavouring can improve the acceptability of PBAs.