Consumer acceptance of protein beverage ingredients: Less is more

Area of Science:

• Food Science
• Consumer Behavior
• Nutrition

Background:

• Protein beverages often contain numerous ingredients, some of which may be undesirable to consumers.
• Understanding consumer perception of these ingredients is crucial for product development and market success.

Purpose of the Study:

• To determine consumer perception and acceptance of various ingredients used in protein beverage formulations.
• To identify which ingredient categories and specific ingredients are most and least appealing to consumers.

Main Methods:

• An online survey (n=405) using maximum difference scaling and projective mapping to assess ingredient acceptance.
• Four focus groups (n=25) were conducted to gather qualitative consumer sentiment.
• Quantitative survey data were analyzed using univariate and multivariate statistics; qualitative data were thematically analyzed.

Main Results:

• Consumers prioritize protein amount and type, favoring plant, whey, and milk proteins over soy, collagen, or caseinates.
• Natural sweeteners were preferred, and fibers/starches were more accepted than gums.
• Stabilizers, particularly phosphates, were the least desirable ingredients.
• Consumers value recognizable ingredients and plain language on packaging.

Conclusions:

• Reformulating dairy protein beverages with fewer, more familiar ingredients can enhance acceptance and competitiveness.
• Opportunities exist to leverage functional dairy proteins to exclude less desirable additives like stabilizers and thickeners.
• Aligning product formulations with consumer preferences for simplicity and naturalness is key.