植物性奶酪替代品的驱动因素和障碍 采用:来自不同消费者集群的见解
Marloes D Schimmel1, Jonas Yde Junge1, Niki Alexi1
1Department of Food Science, Aarhus University, Agro Food Park 48, 8200 Aarhus N, Denmark.
Foods (Basel, Switzerland)
|April 16, 2025
概括
消费者对味道和质感的偏好显著影响了植物性奶酪的采用. 产品的可用性是乳制品寻求者的关键障碍,而感官方面对以新为重点的消费者来说不那么重要.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 可持续的消费可持续的消费
背景情况:
- 促进植物性饮食,以减少动物农业对环境的影响.
- 了解消费者驱动因素和障碍对于促进基于植物的替代品至关重要.
研究的目的:
- 调查影响丹麦消费者采用植物性奶酪替代品的主要驱动因素和障碍.
- 根据对植物性奶酪的感官偏好来确定消费者群体.
主要方法:
- 在550名丹麦消费者中进行了一项在线调查.
- 聚合层次分类被用来根据口味和质地偏好将消费者分组起来.
- 分析不同消费者部门的动机和障碍.
主要成果:
- 根据感官偏好确定了四个消费者群体:乳制品模仿 (味道和质地),乳制品样味/柔性质地,乳制品样质/柔性味道和新奇寻找者.
- 产品的可用性是消费者更喜欢类似乳制品的替代品的一个重要障碍.
- 对于寻求新奇的消费者来说,感官感知和便利的影响力较小.
结论:
- 消费者对感官特征 (味道,质地) 的偏好对于塑造植物性奶酪的采用至关重要.
- 需要量身定制的市场策略,考虑到产品的可用性是某些细分市场的障碍,而感官吸引力对其他细分市场来说不那么重要.
- 饮食模式 (全食,柔性,素食,素食) 并没有显著区分这些消费者群体.
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