Demand for functional and nutritional enhancements in specialty milk products

Perception and demand for healthy snacks/beverages among US consumers vary by product, health benefit, and color

Concerns about the numerous health problems associated with unhealthy snacks prompted recommendations to steer individuals toward healthier eating habits. One such recommendation advises limiting unhealthy snacks and replacing them with more fruits and vegetables with significant health benefits. This study investigates US consumers' perceptions and preferences for healthy (vegetable-based) snacks/beverages. An online survey was designed to estimate consumer perception and willingness-to-pay (WTP) for vegetable-based crackers, spreads, and beverages. A sampling company sent the survey to its national consumer panels in 2020, resulting in a sample of 402 US consumers. Eligible participants were adults, primary grocery shoppers who consumed crackers, spreads, and beverages. Consumer WTP for healthy snacks/beverages, the dependent variable, was elicited using a payment card method. Independent variables include personality traits (Innovativeness and Extraversion) and the important factors affecting healthy snack purchases, health consciousness, and demographic variables. Results show that consumers' preferences for healthy snacking vary by product, even when the products have similar health benefits. Significant positive associations exist between WTP for healthy snacks/beverages and personality traits, health consciousness, and some demographics. This study provides critical insights to policymakers and informs marketing campaigns to promote healthy snacking in the US more effectively.

Application of Lactose-Free Whey Protein to Greek Yogurts: Potential Health Benefits and Impact on Rheological Aspects and Sensory Attributes

The application of β-galactosidase in the fermentation of milk enables the acquirement of lower levels of lactose that are tolerated by lactose maldigesters and can reduce the nutritional consequences of avoiding dairy products. The present study evaluated the viability of the fortification of lactose-free prebiotic Greek yogurt formulas with whey protein concentrate (WPC). Two rotational central composite designs (RCCDs) were applied: one to perform the hydrolysis of the whey protein concentrate and another for the yogurt formulations (α = 2 with 2 central points and 4 axial points). Two β-galactosidase enzymes obtained from Kluyveromyces lactis were used. The content of lactose, glucose, galactose, and lactic acid were determined in the WPC, milk (pasteurized and powdered), and yogurts. The three best formulations regarding the attributes’ viscosity, syneresis, firmness, and elasticity were sensorially evaluated by using a nine-point hedonic scale. A microbiological analysis was performed after 48 h of yogurt production. The characterization of the products and the comparison of the results obtained were evaluated using the Student’s T test and the analysis of variance with Tukey’s test (p-values < 0.05). The application of a lactose-free WPC promoted viscosity, firmness, and elasticity. The syneresis was reduced, and whey increased the protein and calcium content. Lactose-free WPC can be used as a partial substitute for skimmed powdered milk in yogurts. The obtained results are encouraging with respect to the production of lactose-free Greek yogurts by the dairy industry.

Consumer understanding of fluid milk and cheese processing and composition

Ultrafiltration and microfiltration are 2 types of membrane filtration commonly used by the dairy industry. Filtered milk products are becoming increasingly common, but there is concern that consumers unfamiliar with these processing methods may form negative uninformed perceptions of cheeses made with these milks. There are many studies that address the chemical and physical properties of cheeses made with filtered milk, but, to our knowledge, there are none that address consumer perception of these products. Similarly, ultrapasteurization is becoming more common for US dairy products. Although previous work has characterized consumer liking of ultrapasteurized milks, few have investigated understanding and perception of this process. The objective of this study was to explore consumer understanding of milk processing and constituents, particularly as it relates to milk used as an ingredient in cheese. To achieve this goal, we investigated the following 4 questions: (1) Does the average dairy product consumer understand the basic ingredients and nutrients in fluid milk and cultured dairy products? (2) Does the average dairy product consumer understand the basic processes for fluid milk and cultured dairy products? (3) Do different processes affect consumer perception or purchase intent? (4) Does explaining a process change consumer understanding of, beliefs about, and purchase intent for dairy products? Qualitative interviews (n = 54) and an online survey (n = 1,210) were conducted with dairy product consumers. Survey responses paralleled those from one-on-one interviews. The average dairy product consumer could recall key words related to dairy processing, composition, nutrients, and ingredients, but was largely unfamiliar with these subjects. Highly educated and older consumers were more likely to have a better understanding of dairy composition and nutrition, particularly lactose content of milk and Cheddar cheese and the source of fluid whey and whey protein. Processing-related descriptors (e.g., ultrapasteurized or ultrafiltered) in ingredient statements were likely to be overlooked on labels (especially for familiar products), as just 34% of dairy product consumers read the labels on dairy products often or always before purchase. The majority (>80%) of dairy product consumers were unfamiliar with ultrafiltered or microfiltered milk, but uninformed perceptions were generally positive. Consumers unfamiliar with processing methods were likely to assume those methods increase the price of a dairy product. For the majority of consumers, purchase intent for fluid milk and cultured dairy products was not affected when nonconventional processing terms such as ultrafiltered or microfiltered were included in the ingredients statement. This effect was consistent for fluid milk and Cheddar cheeses but not for cottage cheese, suggesting the possibility of product-specific effects. Providing respondents with a definition of filtration increased consumer understanding of, positive beliefs about, and purchase intent for fluid filtered milk and cheese made with filtered milk. Educating consumers through on-package labeling and other marketing messaging should be investigated for dairy products that incorporate processes such as ultrapasteurization or filtration.

Consumers' Willingness to Pay for Imported Milk: Based on Shanghai, China

Against the backdrop of the continuous large-scale growth of imported milk in China, in this research 310 consumers in Shanghai were used as a sample, and a choice experiment was conducted to study consumer preference and willingness to pay for imported milk. The following product attributes were included: nutrition claim, fat content, flavor, country of origin, and price. Our results show that, excepting price, consumers consider flavor the most important attribute, followed by nutrition claim, fat content, and country of origin. Consumers can be delineated into four segments based on consumer preference for the attributes of imported milk: “nutrition claim seekers” are willing to pay the highest price for imported milk with nutrition claims, “indifferent” consumers pay little attention to imported milk attributes, “flavor-oriented” consumers have a strong preference for strawberry-flavored imported milk, and “price-sensitive” consumers weigh the price when choosing imported milk.

The effect of sequential information on consumers' willingness to pay for credence food attributes

The use of experimental methods to determine consumers' willingness to pay for "quality" food has been gaining importance in scientific research. In most of the empirical literature on this issue the experimental design starts with blind tasting, after which information is introduced. It is assumed that this approach allows consumers to elicit the real value that they attach to each of the features added through specific information. In this paper, the starting hypothesis is that this technique overestimates the weight of the features introduced by information in consumers' willingness to pay when compared to a real market situation, in which consumers are confronted with all the information at once. The data obtained through contingent valuation in an in-store setting was used to estimate a hedonic model aiming at assessing consumers' willingness to pay (WTP) for the feature "geographical origin of the variety" of pears and apples in different information scenarios: i) blind tasting followed by extrinsic information and ii) full information provided at once. The results show that, in fact, features are more valued when gradually added to background information than when consumers receive all the information from the beginning.