Drivers and Barriers for Plant-Based Cheese Alternatives Adoption: Insights from Diverse Consumer Clusters

The transition to plant-based diets is advocated as a consumption measure to mitigate the environmental impacts of animal-based food production. Understanding the drivers and barriers to consumption can guide the formulation of tailored strategies for advancing plant-based alternatives in markets. This study investigated the principal drivers and barriers influencing the adoption of plant-based cheese alternatives among Danish consumers (n = 550) through an online survey. Participants were clustered based on the sensory (flavor and texture) cues using Agglomerative Hierarchical Clustering, resulting in four consumer groups: (C1) consumers who prefer plant-based cheese alternatives to closely mimic both the flavor and texture of dairy cheese (n = 172); (C2) Consumers who prefer dairy-like flavor but are open to plant-based textures (n = 141); (C3) Consumers who prefer dairy-like texture but are open to novel flavor (n = 146); and (C4) Consumers who seek variety and novelty in both flavor and texture (n = 91). The results showed that consumer preferences for flavor and texture cues are important factors in shaping their motivations and barriers toward plant-based cheese. Specifically, product availability emerged as a significant barrier for those preferring dairy-like alternatives, while sensory perception and convenience were less influential for consumers who favor novelty. Notably, the consumer clusters did not show significant statistical differences in dietary pattern types, such as omnivores, flexitarians, vegetarians, or vegans. Understanding these dynamics is essential for developing effective strategies to promote plant-based cheese alternatives and cater to varying consumer needs.