"Got Milk Alternatives?" Understanding Key Factors Determining U.S. Consumers' Willingness to Pay for Plant-Based...

Area of Science:

• Food Marketing
• Consumer Behavior
• Dairy Alternatives

Background:

• Milk is a staple in U.S. food retail.
• Growing consumer concerns regarding climate change, animal welfare, and food safety are driving demand for plant-based milk alternatives.
• This study addresses the U.S. food retail sector's need for insights into marketing these products.

Purpose of the Study:

• To explore factors influencing U.S. consumers' intentions to purchase plant-based milk alternatives.
• To identify drivers for consumers' willingness to pay a premium for these products.
• To provide actionable recommendations for marketing managers in the U.S. food retail sector.

Main Methods:

• An online survey was distributed to U.S. consumers.
• The survey explored factors related to purchasing intentions and willingness to pay a premium for plant-based milk alternatives.

Main Results:

• Food curiosity and food price inflation significantly impact both the willingness to buy and the willingness to pay a premium for plant-based milk alternatives.
• Concerns about animal welfare and the "green and clean" image of plant-based alternatives are key drivers for consumers willing to pay a higher price.

Conclusions:

• Marketing strategies for plant-based milk alternatives should leverage factors like food curiosity and address price sensitivity.
• Highlighting animal welfare benefits and the environmentally friendly image can justify premium pricing.
• Understanding these consumer drivers is crucial for successful market positioning and sales growth.