New Study Analyzes Decision Drivers Behind Consumer Choices Between Dairy And Dairy Alternatives In Coffee Shop Orders – CoffeeTalk

The study published in the Journal of Dairy Science investigates consumer choices regarding milk in coffee shop orders, specifically focusing on the preferences for dairy milk versus plant-based alternatives and the influence of lactose-free dairy milk. Conducted by a team from Chapman University, the research utilized qualitative interviews and a quantitative survey of 300 adult coffee drinkers in California. Participants were categorized as primarily dairy milk drinkers, primarily plant-based milk alternative drinkers, or flexitarians. The study aimed to identify the main drivers of milk choice in coffee and assess the potential impact of lactose-free dairy milk on consumer behavior.

The results indicated that taste, texture, and health perceptions are the leading factors influencing milk selection across all consumer groups, overshadowing considerations such as cost and sustainability. Dairy milk drinkers and flexitarians typically prioritize sensory qualities and convenience, while plant-based drinkers are more inclined towards ethical considerations like animal welfare. The study found that lactose-free dairy milk appeals to a diverse consumer base, notably flexitarians and plant-based milk drinkers, who reported greater familiarity and perceived digestibility with lactose-free options.

Additionally, the study revealed that the availability of lactose-free dairy milk could significantly increase coffee shop visits among flexitarians and plant-based milk drinkers, with over one-third expressing increased likelihood of visiting establishments offering it. This suggests an opportunity for coffee retailers to cater to lactose-intolerant consumers with lactose-free options, potentially bridging the gap for those who appreciate the taste and nutritional value of dairy but seek digestibility.

The study underscores the complex motivations behind milk choice in coffee, integrating sensory expectations, health perceptions, and consumer values. It advocates for the dairy industry to educate consumers on lactose-free milk benefits, enhancing its competitive position in the coffee market. The findings emphasize that the demand for lactose-free dairy milk remains largely unfulfilled in coffee shops, highlighting a niche that could be developed to meet consumer needs effectively.

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