Consumption vs. non-consumption of plant-based beverages: A case study on factors influencing consumers' choices

Plant-based beverages (PBBs) represent a growing global alternative to cow's milk. However, their development is strongly influenced by consumers' expectations of new foods introduced into the diet: environmental sustainability, balanced nutritional content, health aspects, and organoleptic properties. This study analyzes consumers' preferences and choice orientations towards plant-based beverages through the assessment of their eating style and concern towards environmental and health issues. To that end, an online questionnaire was conducted with a sample of 233 respondents living in the South-East area of Italy. Initially, principal component analyses were performed to identify distinct dimensions of individuals' orientation towards food quality, environment and health involvement. Then, the emerging dimensions were used as dependent variables for ANOVA comparisons between consumers and non-consumers of plant-based beverages, considering also individuals' preferences towards different PBBs. The main results showed a strong consumer concern for environmental sustainability issues, which was found as the main purchasing driver for plant-based beverage consumers. On the other hand, many respondents stated that they do not consume PBBs due to their negative organoleptic aspects and the unfamiliarity with these products. Furthermore, the individual's dietary style influences the consumption of plant-based beverages and, in particular, the search for nutritional and balanced compounds plays a key role in consumption choices. Finally, despite that the almonds cultivation for the traditional 'almond milk' production is typical in various Italian regions, consumers expressed averagely a weak connection with this product. In conclusion, considering our results, the market development of PPBs at a national level might be supported by marketing strategies dedicated to different individuals' profiles. At the same time, however, direct actions on the production process are needed to improve the organoleptic profile of these products and meet the dissatisfaction expressed by consumers.