Extrinsic Attributes That Drive Oat Milk Purchase

Oat milk is a popular nondairy milk with high sensory appeal. The objective of this study was to understand trial and repeat purchase motivations, and the extrinsic attributes that influence consumer preference for oat milks. An online survey (n = 415) and focus groups (n = 24 participants across four groups) were conducted with oat milk consumers. Survey techniques included sliding scale questions to compare consumer perceptions towards different types of milk; CATA, single select, and free response questions to document consumption occasions and frequency for oat milk consumption; Adaptive Choice-Based Conjoint (ACBC) and Kano analysis to understand ideal attributes and tradeoffs for oat milk; and Maximum Difference Scaling (MaxDiff) to understand preferences for oat milk label claims. Survey data were evaluated by univariate and multivariate analyses. Key themes were identified from focus groups. Oat milk was perceived as sustainable and heart healthy (p < 0.05). Consumers were motivated to try oat milk because it fit their dietary restrictions and was trendy. Repeat consumption was motivated by unique flavor and texture. Two consumer clusters were identified. Consumers in both clusters valued the same oat milk attributes but differed in price sensitivity. The ideal oat milk was original flavor with claims of excellent source of calcium, vitamins A & D, and free from artificial flavors and colors (p < 0.05). These insights may be useful to dairy and non-dairy product developers to understand oat milk consumer behavior when purchasing and using oat milk. PRACTICAL APPLICATION: Plant-based alternatives have grown in popularity as consumers increasingly seek out alternatives to dairy products. This research examined consumer perception and preferences for oat milk-a fast growing nondairy milk alternative. These findings provide insights into why consumers tried oat milk for the first time, why they continue to purchase it, and how they value tradeoffs for purchase decisions. Understanding these motivations and behaviors will help guide product development and marketing for oat milks. Insights from this research may also aid in the development of other plant-based alternative products.