Animal-Free Dairy: Research Reveals Limited Consumer Enthusiasm
A recent study posits European consumers may not be quite ready to ditch the cow just yet. While acknowledging the environmental benefits of animal-free dairy alternatives, researchers from Aarhus University’s MAPP Centre discovered confined enthusiasm for products derived merely from precision fermentation technology – also recognized as PF. Nonetheless, there’s a hope for the future: hybrid dairy blending traditional and PF ingredients.
The research study surveyed consumers throughout four European countries – UK, France, Denmark and Germany – to measure their perceptions of animal-free dairy. The researchers dug deep into consumer insights of the PF technology, associations with naturalness, taste and sustainability and contrasted these alternatives with plant-based and conventional dairy products. Herein lie the key findings:
Skepticism Reigns
Consumers got mixed views on PF technology, with terms like “artificial” and “future” overpowering responses. Taste and naturalness concerns weighed heavily as well, placing PF-derived dairy below conventional and plant-based options.
Sustainability Shines
A positive association with environmental benefits emerged notwithstanding reservations. PF technology came second only to plant-based alternatives in sustainability perceptions, proposing potential in marketing strategies.
Hybrid Hope
Astonishingly, hybrid dairy products blending traditional and PF ingredients popped up as the second most popular choice. This implies a potential new category drawing in consumers looking for improved sensory and nutritional qualities relative to plant-based alternatives.
Pricey Hurdle
A conspicuous barrier remains: price. Consumers across all countries manifested low willingness to pay for animal-free options, underscoring the need for value-driven pricing strategies or promotional efforts.
Generational Divide
Younger generations, expressly Millennials, mirrored more openness to trying novel dairy alternatives, providing a potential market for future growth.
The Bottom Line
Albeit European consumers might not be rushing to embrace purely animal-free dairy just yet, the study spotlight significant nuances. By tackling concerns on the part of taste, naturalness and price, manufacturers and retailers can pave the way for a more receptive future for this innovative approach to dairy production.
On top of that, hybrid options grant a promising path to attract consumers hesitant to make a complete leap. Comprehending generational gape and conducting further cross-cultural research will be fruitful in shaping successful marketing strategies and product development efforts.
