Consumer Perception of Plant-Based Cheese

Area of Science:

• Food Science
• Consumer Behavior
• Dairy Alternatives

Background:

• Plant-based milk is a growing market, but plant-based cheese (PBC) sales have stagnated.
• Consumer interest in plant-based options is rising due to perceived health, ethical, and sustainability benefits.

Purpose of the Study:

• To investigate consumer motivations for purchasing PBC.
• To assess consumer acceptance of Cheddar and mozzarella-style PBC.
• To identify areas for improvement in PBC product development.

Main Methods:

• Online survey (n=311) assessing purchase motivations and preferences.
• Consumer acceptance testing (n=105 for Cheddar-style, n=117 for Mozzarella-style) evaluating products cold and melted.
• Utilized Maximum Difference Scaling (MXD), liking, and Check-All-That-Apply (CATA) questions.

Main Results:

• Flavor, texture, ingredients, and protein content are key purchase drivers for PBC.
• Consumers perceive dairy cheese (DC) as superior in flavor and texture, but PBC as more sustainable, ethical, and healthier.
• Key undesirable attributes for PBC include gritty, rubbery, and artificial flavors, particularly when evaluated cold.

Conclusions:

• Flavor and texture remain significant barriers for Cheddar and mozzarella-style PBC.
• Addressing consumer perceptions and improving sensory attributes are vital for PBC market advancement.
• Understanding consumer preferences can guide the development of PBC that better meets market demands.