IFIC Spotlight Survey: Understanding The Purchasing Behaviors & Preferences Of Dairy Consumers
June 9, 2021
Research Type
Topics
The options in the dairy section of the grocery store are becoming increasingly diversified with non-dairy, plant-based alternatives—whether they be yogurt, milk, ice cream or cheese. But for Americans who consume dairy, how often and why do they choose dairy products versus plant-based alternatives? And how does their selection of dairy-based versus plant-based vary depending on the type of product? In addition to seeking the answers to these questions, this survey took a deeper dive into behaviors and perceptions around one particular dairy product: yogurt. This survey examined motivations for consuming yogurt, along with preferences for and awareness of the nutrition and health benefits commonly identified on yogurt labels, including “live and active cultures.”
The International Food Information Council (IFIC) commissioned an online research survey with consumers based in the US to measure knowledge, attitudes, and beliefs about dairy consumption. One thousand adults aged 18+ years completed the survey from April 1-6, 2021, and responses were weighted to ensure proportional results.
Key findings include:
- Americans who consume dairy report eating or drinking dairy-based products more frequently than plant-based, non-dairy alternatives.
- When it comes to choosing between a dairy version of a product versus a non-dairy version, the strongest preference appears when it comes to cheese, with nearly three in four always opting for the dairy version over a non-dairy alternative.
- The top reason for consuming yogurt is taste, followed by nutritional value and health benefits/being a healthier option.
- When considering dairy-based yogurts, “natural” and “low fat” claims are the most important to people; when it comes to plant-based yogurt, “natural” and “high protein content” are the most valuable claims.
- Almost half say they are familiar with and know a lot about probiotics, but fewer say the same about “live and active cultures.”