A study on the determination of consumer behaviors related to plant-based milk beverages

The aim of this study is to analyze consumer preferences and behaviors towars plant-based milk beverage consumption. Consumer perception data was obtained with 584 participants using face-to-face and online surveys. According to the research findings, the majority of the participants were stated that, they have knowledge of these products, prefer to almond beverage, consume these products "once a week or less", read the label and content information, pay attention to expiry date, prefer to cardboard packaging and consume "within coffee". Consumers prefer to buy these beverages from supermarket chain, had information about the products by reading the product label information, said that the information they have obtained is "insufficient". Consumers stated that the manufacturers should carry out studies to inform the consumers, the people who need to provide information should be "doctors/nutritionists", they prefers these beverages because of their taste. The majority of the participants stated that the price was effective for purchasing process, but the advertisements in channels such as television/radio/social media did not has any effect on the purchasing preference. It was also determined that the participants preferred the beverages produced from the same raw material, they paid attention to the beverages that has vitamin and mineral fortification. Participants stated that they could consume desserts, ice cream, milkshakes, fermented foods such as ayran, yogurt and cheese products to be produced using plant-based beverages. However, it has been determined that the use of the term "milk" in the naming of these products causes misconceptions by consumers as comparing animal- based milk with these products. The results of the study not only help the industry in marketing, advertising, education and innovation processes in terms of demographic variables, lifestyles, knowledge levels, factors affecting the purchasing decisions of consumers for the consumption of these products, but also remark to the nutritional content of the products and to inform the consumers more on this issue.