No previous work directly studied values held by consumers and how those attitudes influence milk purchases. To assess this, a survey was completed by 999 primary shoppers between 25 and 70 years old, 78% female and 22% male, who reported purchasing dairy milk, nondairy beverage, or both at least two to three times per month. Most consumers (87.8%) did not follow a specific diet or claim to be lactose intolerant (88.4%). Twenty-seven percent of consumers purchased one or both beverages more than once a week, 47.0% purchased one or both beverages once a week, and 25.0% purchased one or both beverages two to three times per month.
Consumers ranked fat as the most important attribute in dairy milk, whereas sugar level was most important for nondairy beverages. Dairy milk consumers reported a preference for 2% or 1% fat, and almost 70% of dairy milk sales in 2014 were reduced or fat-free milk. Nondairy consumers preferred plant beverages...
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