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Extrinsic Attributes That Drive Oat Milk Purchase
Dominic Rovai1, Saloni Gupta1, Megan Watson1
1Department of Food, Bioprocessing and Nutrition Sciences, North Carolina State University, Raleigh, North Carolina, USA.
Journal of Food Science
|June 12, 2025
Summary
Oat milk
Area of Science:
- Food Science
- Consumer Behavior
- Sensory Analysis
Background:
- Plant-based alternatives are increasingly popular.
- Oat milk is a fast-growing dairy alternative.
- Consumer drivers for oat milk adoption are not fully understood.
Purpose of the Study:
- Investigate motivations for trying oat milk.
- Identify drivers for repeat oat milk purchases.
- Determine extrinsic attributes influencing oat milk preference.
Main Methods:
- Online survey (n=415) and focus groups (n=24).
- Utilized Adaptive Choice-Based Conjoint (ACBC) and Kano analysis.
- Employed Maximum Difference Scaling (MaxDiff) for label claims.
Main Results:
- Oat milk perceived as sustainable and heart-healthy.
- Trial motivated by dietary needs and trends; repeat by flavor/texture.
- Ideal oat milk: original flavor, key nutrient claims, no artificial additives.
Conclusions:
- Oat milk appeals due to health perceptions and sensory attributes.
- Consumer segments exist with varying price sensitivity.
- Findings guide oat milk product development and marketing strategies.
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