Consumer willingness to pay for shelf life of high-temperature, short-time-pasteurized fluid milk: Implications for smart labeling and food waste reduction

Food waste in the United States was valued at $285 billion in 2019, representing 70% of all food surplus; dairy and eggs alone represented 15.90% of food surplus. Milk is the fifth most consumed beverage in the United States, and therefore its contribution to food waste has significant economic and environmental ramifications. Smart labels that provide precise spoilage information for fluid milk may help reduce food waste in fluid milk, but it is unclear if consumers will accept or pay for this novel technology. This paper examines consumer preferences for high temperature, short time pasteurized fluid milk shelf life and smart date labels and tests how information about the environmental impact of fluid milk food waste affects consumers' acceptance and willingness to pay. We used a choice-based conjoint study administered in an online survey, along with a between-subject experiment to measure preferences under different information treatments about the environmental impact of food waste. Our results suggest that consumers' valuations of extended shelf life and an ecolabel is positive; however, using the smart label creates disutility for consumers, thereby hindering acceptance of new labeling technology that may facilitate food waste reduction in the milk industry. These findings imply that retailers should find alternative means to enhance the communication of precise shelf life information and its role in reducing food waste.

Plant-Based Dairy Alternatives-A Future Direction to the Milky Way

One significant food group that is part of our daily diet is the dairy group, and both research and industry are actively involved to meet the increasing requirement for plant-based dairy alternatives (PBDAs). The production tendency of PBDAs is growing with a predictable rate of over 18.5% in 2023 from 7.4% at the moment. A multitude of sources can be used for development such as cereals, pseudocereals, legumes, nuts, and seeds to obtain food products such as vegetal milk, cheese, cream, yogurt, butter, and different sweets, such as ice cream, which have nearly similar nutritional profiles to those of animal-origin products. Increased interest in PBDAs is manifested in groups with special dietary needs (e.g., lactose intolerant individuals, pregnant women, newborns, and the elderly) or with pathologies such as metabolic syndromes, dermatological diseases, and arthritis. In spite of the vast range of production perspectives, certain industrial challenges arise during development, such as processing and preservation technologies. This paper aims at providing an overview of the currently available PBDAs based on recent studies selected from the electronic databases PubMed, Web of Science Core Collection, and Scopus. We found 148 publications regarding PBDAs in correlation with their nutritional and technological aspects, together with the implications in terms of health. Therefore, this review focuses on the relationship between plant-based alternatives for dairy products and the human diet, from the raw material to the final products, including the industrial processes and health-related concerns.

Sensory Analysis and Consumer Preference: Best Practices

Sensory science is a multidisciplinary field that encompasses a wide variety of established and newly developed tests to document human responses to stimuli. Sensory tests are not limited to the area of food science but they find wide application within the diverse areas of the food science arena. Sensory tests can be divided into two basic groups: analytical tests and affective tests. Analytical tests are generally product-focused, and affective tests are generally consumer-focused. Selection of the appropriate test is critical for actionable results. This review addresses an overview of sensory tests and best practices.

Survey of Management Practices and Farmers’ Perceptions of Diseases on Organic Dairy Cattle Farms in California

Simple Summary

In 2019, California accounted for approximately 40% of organic products in the US, and dairy products and milk were the top organic commodity in the state. The objective of this study was to describe organic dairy cattle farmers’ management practices and perceptions of diseases in California. A questionnaire on farm history and demographics, animal diseases, parasite problems, housing and pasture management, and organic education, was mailed to 160 organic dairy farms, of which 36 responded. Respondents were more likely to report mastitis in cows, pinkeye in heifers, and digestive problems in calves, as issues affecting their stock “often” or “almost always” in the last 12 months. Although most farmers vaccinated their cattle against Bovine Viral Diarrhea and Escherichia coli mastitis, they still described that these diseases frequently impacted their animals. Over half of the farmers did not perceive gastrointestinal parasites or biting flies to be a problem and did not observe signs of lice and mites. According to the results, the management of disease in all age classes is a concern; options and efficacies of alternative therapeutic methods, as well as preventive measures for organic dairies need to be further explored.

Abstract

In 2019, California accounted for approximately 40% of organic products in the US, and dairy products and milk were the top organic commodity in the state. The objective of this study was to describe organic dairy cattle farmers’ management practices and perceptions of diseases in California. A survey inquiring about farm history and demographics, animal diseases, parasite problems, housing and pasture management, and organic education, was mailed to 160 organic dairy farms, of which 36 (22.5%) responded. Among respondents, the majority (83.9%) were located in Northern California; median farm size was 310 cows, and the dominant breed was Holstein (60.0%). Respondents were more likely to report mastitis in cows (45.2%), pinkeye in heifers (31.3%), and digestive problems in calves (47.0%), as issues affecting their stock “often” or “almost always” in the last 12 months. Although most farmers vaccinated their cattle against Bovine Viral Diarrhea (86.1%) and Escherichia coli mastitis (80.6%), they still described that these diseases frequently impacted their animals. Over half of the farmers did not perceive gastrointestinal parasites or biting flies to be a problem and did not observe signs of lice and mites. According to the results, the management of disease in all age classes is a concern; options and efficacies of alternative therapeutic methods, as well as preventive measures for organic dairies need to be further explored.

Consumer perception of natural hot-pepper cheeses

Hot-pepper cheese (HPC) is a growing category of flavored natural cheese. The objective of this study was to evaluate consumer perception of HPC using a combination of quantitative survey methods and consumer evaluation of HPC. An online survey (n = 510) was conducted to understand drivers of purchase for the HPC category. Consumers of HPC answered maximum difference exercises and an adaptive choice-based conjoint activity focused on HPC attributes. Subsequently, natural HPC were manufactured in duplicate with 5 different hot-pepper blends with a range of heat intensities and distinct color differences. Trained panel profiling and consumer-acceptance testing (n = 194 consumers) were conducted on the cheeses. Three clusters of consumers were identified from the online survey. Cluster 1 (n = 175) were traditional HPC consumers, and cluster 2 (n = 152) preferred milder HPC. Cluster 3 (n = 183) showed preference for spicier HPC as well as novel HPC, such as those made with habanero peppers or white Cheddar cheese. Conceptually, the overall ideal HPC was a Monterey Jack with medium-sized, multicolored pieces of jalapeno peppers and a medium heat and spiciness. Heat and spiciness intensity and type of cheese were the most important attributes. The 5 HPC used in consumer testing had a distinct range (low to high) of hot-pepper burn and heat intensity by trained panel profiling. Consumer overall liking increased as hot-pepper burn and heat intensity increased to a certain point, indicating HPC consumers may have an optimal point for heat and spiciness in HPC. Consumers also preferred HPC with multicolored pepper pieces over those with a single pepper color, consistent with survey results. Consumers who self-reported that they prefer mild- or medium-spicy foods (mild consumers) preferred HPC that were less intense in hot-pepper burn than consumers who self-reported preference for hot or spicy foods (hot consumers). Most HPC consumers preferred HPC with higher heat intensity and were also motivated by visual characteristics of HPC.

Consumer perception of ice cream and frozen desserts in the "better-for-you" category

The consumption of ice cream and frozen desserts in the "better-for-you" (BFY) category has grown rapidly over the past few years, even as traditional ice cream sales remain stagnant. To better understand consumer preferences within the BFY category, an online survey (n = 1,051) was conducted with ice cream and frozen dessert consumers, followed by consumer acceptance testing of commercial BFY frozen dairy desserts. Consumers of BFY frozen desserts (n = 578) completed an adaptive choice-based conjoint survey and MaxDiff exercise to identify the attributes that drive purchase of BFY frozen desserts. MaxDiff exercises were also used to determine which attributes all frozen dessert consumers (n = 1,051) perceived to make a frozen dessert BFY and which stabilizers or emulsifiers were most attractive on an ice cream or frozen dessert label. Subsequently, a consumer acceptance test (n = 186) was conducted using 4 commercial vanilla-flavored frozen dairy desserts made with different sweetening systems (sugar, sucralose + acesulfame K, monk fruit + allulose, and stevia + erythritol). Half of consumers were primed or informed with the sweeteners and basic nutritional information for the frozen desserts before tasting, and the other half of consumers evaluated samples blinded, where they were only informed that they were tasting a vanilla-flavored frozen dessert. Sweetener type and base (dairy vs. plant) were the most important attributes to BFY consumers when selecting a BFY frozen dessert (n = 578). For all ice cream and BFY dessert consumers (n = 1,051), sweetener-related claims (naturally sweetened, reduced sugar, no added sugar), along with "all natural" and a short ingredient list, were the top attributes that contributed to perception of a "healthier" frozen dessert. When BFY frozen desserts were tasted by consumers, purchase intent decreased after tasting, suggesting that frozen desserts made with natural non-nutritive sweeteners did not meet consumer expectations. Flavor of BFY frozen desserts remains more important than perceived healthiness. Consumers perceive frozen desserts, even those in the BFY category, as an indulgence. Frozen dessert manufacturers should focus on naturally sweetened, dairy-based desserts with minimal sweetener-related flavor defects when designing products for the BFY category.

Genetic parameters and association of national evaluations with breeding values for health traits in US organic Holstein cows

Among other regulations, organic cows in the United States cannot receive antibiotics and preserve their organic status, emphasizing the importance of prevention of illness and benefit of high genetic merit for disease resistance. At the same time, data underlying national genetic evaluations primarily come from conventional cows, drawing concern to the possibility of a genotype by environment interaction whereby the value of a genotype varies depending on the environment, and potentially limits the relevance of these evaluations to organic cows. The objectives of this study were to characterize the genetics of and determine the presence of genotype by environment interaction for health traits in US organic dairy cows. Individual cow health data were obtained from 16 US Department of Agriculture certified organic dairy farms from across the United States that used artificial insemination and maintained detailed records. Data were obtained for the following traits: died, lameness, mastitis, metabolic diseases (displaced abomasum, ketosis, and milk fever), reproductive diseases (abortion, metritis, and retained placenta), transition health events (any health event occurring 21 d before or after parturition), and all health events. Binary phenotypes (1 = diseased, 0 = otherwise) for 38,949 lactations on 19,139 Holstein cows were used. Genotypes from 2,347 cows with 87.5% or greater Holstein breed-based representation were incorporated into single-step multitrait threshold animal models that included stayability (1 = completed lactation, 0 = otherwise). Gibbs sampling was used. Genomic predicted transmitting abilities (gPTA) from national genetic evaluations were obtained for sires for production, fitness, health, and conformation traits. We approximated genetic correlations for sires using these gPTA and our estimated breeding values. We also regressed health phenotypes on cow estimated breeding values and sire gPTA. Heritabilities (± standard error) ranged from 0.03 ± 0.01 (reproductive diseases) to 0.11 ± 0.03 (metabolic diseases). Most genetic correlations among health traits were positive, though the genetic correlation between metabolic disease and mastitis was -0.42 ± 0.17. Approximate genetic correlations between disease resistance for our health trait categories and disease resistance for the nationally-evaluated health traits generally carried the expected sign with the strongest correlation for mastitis (0.72 ± 0.084). Regression coefficients carried the expected sign and were mostly different from zero, indicating that evaluations from primarily conventional herd data predicted health on organic farms. In conclusion, use of national evaluations for health traits should afford genetic improvement for health in US organic herds.

Consumer perception of dried dairy ingredients: Healthy, natural, and sustainable?

Conscious consumerism is growing, along with consumer demand for socially conscious dairy products or dairy alternatives. To successfully position dairy products (especially conventional dairy) in this changing marketplace, dairy producers and processors must understand how to strategically use both on- and off-package messaging aligned with consumer perceptions. However, consumer perception of attributes such as sustainable, natural, and healthy is complex, and varies between product categories as well as among products within a category. The objective of this study was to characterize consumer definitions of the terms "sustainable," "natural," and "healthy" as they pertain to dried dairy ingredients. To meet this objective, we conducted an online survey with 3 maximum difference scaling exercises to determine the importance of 63 label claims to consumer definitions of the terms sustainable, natural, and healthy. The role of priming with dried ingredient processing information on consumer perception of these terms was also explored. Within the dried dairy ingredients category, there is extensive cognitive overlap between the terms sustainable, natural, and healthy. Priming did not affect consumer definitions of any of these terms. Certification-related claims were considered among the least important claims for consumer definitions of sustainable, natural, and healthy, whereas claims that were simple to read and visualize were considered among the most important. Claims related to animal welfare and happiness or simple, minimal ingredients and processing were considered by consumers to be important for all 3 terms. For each of these terms, there was a cluster of consumers who defined the term primarily by simple ingredients and minimal processing, and another cluster who defined the term primarily by happy cows and conscious farming practices. The terms sustainable and healthy each had a third, unique consumer cluster. This third definition cluster defined sustainability primarily by environmental effects, whereas this cluster defined healthy primarily in fitness and nutrition terms. Age and to a lesser extent, gender, affected importance placed on these 3 terms and also affected definition of the term. Understanding these consumer definitions provides insight on how to formulate marketing and educational messaging to speak to each consumer segment.

Analyses of consumers' preferences and of the correspondence between direct and indirect label claims and the fatty acid profile of milk in large retail chains in northern Italy

Combined results from 2 survey studies were used to obtain information useful for the industries and retailers involved in the milk production and selling chain in North Italy. The first survey identified different clusters of fluid milk purchasers by examining their preferences and attitudes toward 12 intrinsic-extrinsic and credence milk attributes, by applying best-worst scaling methodology, whereas the second survey characterized the fatty acid (FA) profiles of commercial milk sold by large-scale retailers to verify the correspondence between the actual FA profile and the direct and indirect claims on the labels. To summarize information about the FA profile of milk, which may be considered an advanced attribute of milk quality, the milk FA index (MFAI) was calculated for each milk sample. A total of 130 milk samples (around 85% of the labels in northern Italy) and a total of 502 participants who answered a face-to-face questionnaire were considered in the 2 surveys. The milk samples were 13.1% organic, 9.2% certified as being of mountain origin, and over 50% noncertified but linked to cow grazing or to a mountain environment on their labels. The FA profiles showed a wide range of variation, with saturated FA ranging from 63.4 to 71.8, and polyunsaturated FA from 2.76 to 5.85. The FA profile and MFAI index of certified milk (organic or mountain-derived) were significantly different from the profiles of noncertified milk, whereas no correspondence was observed between the retail price and milk quality. When ranked on the basis of MFAI, which proved to be a good discriminating tool, the certified milks presented a bimodal distribution, indicating that certification does not always guarantee a real difference. The consumers chose milk considering the origin of the product, brand, expiration date, and process certification as the most important attributes, whereas they rated price and organic certification as the least important attributes. The study showed that about 20% of the consumers had a high propensity to buy milk on the basis of its quality. However, this attribute is often incorrectly indicated or not indicated at all on the milk label, with misleading images or claims that do not correspond to the actual FA quality of the milk. Having a clear index that offers information about the FA profile could thus be an interesting tool to improve the awareness of buyers and to valorize and differentiate milk products.

The Effects of Environmental Sustainability Labels on Selection, Purchase, and Consumption of Food and Drink Products: A Systematic Review

This review assessed the effects of environmental labels on consumers' demand for more sustainable food products. Six electronic databases were searched for experimental studies of ecolabels and food choices. We followed standard Cochrane methods and results were synthesized using vote counting. Fifty-six studies (N = 42,768 participants, 76 interventions) were included. Outcomes comprised selection (n = 14), purchase (n = 40) and consumption (n = 2). The ecolabel was presented as text (n = 36), logo (n = 13) or combination (n = 27). Message types included: organic (n = 25), environmentally sustainable (n = 27), greenhouse gas emissions (n = 17), and assorted "other" message types (n = 7). Ecolabels were tested in actual (n = 15) and hypothetical (n = 41) environments. Thirty-nine studies received an unclear or high RoB rating. Sixty comparisons favored the intervention and 16 favored control. Ecolabeling with a variety of messages and formats was associated with the selection and purchase of more sustainable food products.

Educational interventions to address misconceptions about antibiotic residues in milk can alter consumer perceptions and may affect purchasing habits

The industrialization of the agri-food industry and resultant decrease in the number of people employed on farms has contributed to a knowledge gap among consumers about food production processes. A commonly reported concern of dairy consumers is the use of antibiotics in dairy animals, even though these drugs are an important tool for promoting animal health and welfare and food safety. The extent to which consumers are aware of antibiotic residue avoidance practices in dairy production is unknown, and it is unclear whether acquisition of such knowledge could affect purchasing behavior and perceptions of dairy farming. The objectives of this study were to assess consumers' perceptions about the quality and production of dairy products in the United States and determine whether educational materials on processes that limit the occurrence of antibiotic residues in milk can change consumers' perceptions of dairy products and purchasing behaviors. We surveyed 804 consumers and assigned them to 1 of 3 interventions: (1) a control arm (reading the content of the Dairy page of the USDA's myplate.gov website); (2) an educational brochure on the processes that prevent antibiotic residues in milk; and (3) a video on the same processes. We found that a majority (86.1%) of participants believe that the quality of dairy products in the United States is high, although many had concerns about the treatment of dairy animals and chemicals (pesticides, antibiotics, hormones) in dairy products. Compared with the control intervention, the brochure was associated with a significant decrease in the level of concern consumers had about chemicals in their milk [-0.20 points on a Likert scale, 95% confidence interval (CI), -0.32 to -0.08] and a significantly increased comfort in purchasing conventional dairy products (odds ratio 2.43, 95% CI, 1.62 to 3.66). The video was associated with even stronger effects: a 0.29-unit decrease in the level of concern about chemicals in milk (95% CI, -0.42 to -0.016) and 2.94 times greater odds of purchasing conventional dairy products (95%, CI 1.92 to 4.49). Although consumer food decision making is complex and driven by multiple factors, it appears that education about the processes that promote food safety can reassure consumers about their concerns and potentially affect purchasing habits.

Invited review: Sustainability: Different perspectives, inherent conflict

Consumer definitions of sustainability are largely uninformed by scientific research and may not align with industry definitions. Furthermore, consumers themselves have varied perceptions, definitions, and opinions of sustainability that vary between categories and products within the dairy category. Understanding these differences and developing marketing messaging aligned with consumer sustainability definitions offer an advantage to dairy product producers when strategically positioning their products in a changing marketplace. This review outlines the factors that may affect consumer sustainability perceptions to provide a basis for future marketing and scientific work. Consumer trends and desires for sustainability are explored, including how they are reflected in the rapid growth of plant-based alternatives. Factors that may influence consumer perception of dairy as sustainable are covered in detail, including packaging, labeling, animal welfare, organic status, grass-fed or pasture-raised feeding systems, and local and clean label perceptions. Finally, a discussion of the challenges of marketing dairy foods with sustainability messages is addressed.

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.

How does public perception of antibiotic use on dairy farms contribute to self-reported purchasing of organic?

The United States regulates the use of antibiotics in agricultural settings to address the global antibiotic resistance problem. Conventional dairy cows treated with antibiotics are kept in the herd and after the withholding period milk is harvested. On organic farms, the US organic standard on antibiotic use requires sick dairy cows to be treated, but treated cows must be removed from the herd and their milk can never again be sold as certified organic. This study investigated the US public's perceptions of the organic dairy farming, antibiotic use on dairy farms, and whether these perceptions affect consumer's self‐reported purchasing behavior for organic. We used a nationally representative phone‐based survey of 1000 US adults and characterized participants’ self‐reported (i) knowledge of the legality of antibiotic use on dairy farms (conventional and organic) and (ii) frequency of purchasing organic instead of conventional dairy products, as well as several demographic and other variables. The results indicated that participants’ knowledge about antibiotic use practices in dairy farming have no effect on their self‐reported purchasing behavior for organic or conventional dairy products. However, respondents who were familiar with the regulations of antibiotic use on dairy farms were more likely to oppose the US organic standard on antibiotic use in dairy farming and thought that past antibiotic use should not permanently remove a cow's organic status. These findings contribute to understanding of public perceptions that shape the US dairy organic market.

Practical Application

Income, employment, health and political values, but not consumers’ knowledge about antibiotic use in dairy farming, affect self‐reported purchasing behavior for organic dairy products. However, consumers who are familiar with the regulations of antibiotic use on US dairy farms disagree with the US organic standard on antibiotic use mandating loss of organic status for any cattle treated with antibiotics. These findings may be useful to organic markets.

Differences in preferred fat level, sweetener type, and amount of added sugar in chocolate milk in a choice task relate to physical activity and orthorexia

Fluid dairy milk consumption has decreased over the last 4 decades, and this drop has accelerated with the introduction of many competing beverage alternatives, such as plant-based milks and bottled water. Conversely, flavored milk sales remain strong, but many adults avoid flavored milk because of concerns about added sugar and calories and/or excessive sweetness. Here we used two discrete choice experiments to assess interest for a dark chocolate milk drink in adults, and explored whether there might be a consumer segment who prefers a more bitter, lower sugar chocolate milk. Adults were recruited from the Mid-Atlantic region of the United States for two conjoint analysis studies. In a general population cohort (n = 735), type of sweetener was the most important attribute (24%), followed by milk fat (19%), grams of added sugar (16%), front of pack messaging (15%), package type (12%), carton size (8%), and protein content (6%). Attribute importance was relatively consistent in a second study with a younger, more physically active cohort (n = 1017). Product choices in the active cohort were related to orthorexia and physically activity scores, indicating revealed preferences in a choice task are reflective of personal lifestyle and eating behavior. In both cohorts, three consistent consumer segments were identified and characterized: the calorie conscious, the average consumer, and the natural eaters. These data can help uncover lifestyle differences between adult consumers that impact their food product choices.

Child preferences and perceptions of fluid milk in school meal programs

School meal programs in the United States feed approximately 30 million children each day and account for the majority of child milk intake. Dairy consumption during childhood and adolescence has lasting effects on lifelong health status, so it is important for schools to ensure adequate consumption in this life stage by offering an appealing product. This study identified the intrinsic and extrinsic attributes that influence children's perceptions, attitudes, and consumption of fluid milk at school, especially as they relate to fluid milk packaging. An online choice-based conjoint survey (n = 211) and four 1-h focus groups (n = 31) were conducted with child milk consumers ages 8 to 13 yr to evaluate extrinsic attributes. The survey evaluated milk package attributes including packaging type, front-of-package graphics, package color, and labeled milk fat content. Focus group topics included preferences, usability, health, taste of fluid milk, and milk consumption habits. To evaluate intrinsic properties related to packaging, 3 varieties of milk (unflavored fat-free, unflavored low-fat, and chocolate-flavored fat-free) were produced and packaged in polyethylene-coated paperboard cartons, polyethylene terephthalate (PET) bottles, and high-density polyethylene (HDPE) bottles (all 250 mL). After 10 to 13 d of storage at 4°C under dark conditions, milks were evaluated by descriptive analysis and child acceptance testing (ages 8-13 yr; n = 126, 122, and 126 for each variety, respectively). Extrinsically, package type was the most important attribute to children, but graphics, nutritional labeling, branding, package size, and overall familiarity also drove preferences. The ideal milk packaging build from the conjoint survey was an HDPE bottle with blue-colored packaging and a cow graphic, labeled as low-fat milk. Intrinsically, all varieties of milks packaged in paperboard cartons developed package-specific flavors, including refrigerator/stale and paperboard, after 10 d of storage. These off-flavors were not detected in HDPE- or PET-packaged milks. For unflavored milks, child consumers preferred the flavor of PET- or HDPE-packaged milks over cartons, regardless of milk fat content, but preferences were not distinct for chocolate-flavored milk. The results of this study demonstrate that children's liking and preference for milk are driven by both intrinsic and extrinsic factors and suggest that improvements are needed to increase acceptance of milk currently served in school meal programs.

Genetic parameters for stayability of Holsteins in US organic herds

The objectives of this study were to estimate genetic parameters for stayability in US organic Holstein dairy cows and estimate genetic correlations with nationally evaluated traits of interest. Stayability is the binary trait for success or failure to remain in the herd until a given time point. We used birth, calving, and cull dates from 16 USDA certified organic farms recommended by industry personnel as herds maintaining individual cow records and using artificial insemination. Stayability at 5 time points was assigned based on the presence of a calving date for each parity up to 5 (STAY1 to STAY5). We also considered livebirth (vs. stillbirth), stayability from a successful first calving to second calving (STAY12), stayability from a successful second calving to third calving (STAY23), and stayability as a repeated measure encompassing STAY1 to STAY5. In total, 44,995 females were used in this study. Ninety-six percent were born alive and of these, 64% reached first parity. Animals with Holstein sires and no other identified breed for 3 generations on the maternal side were included. Heritabilities for stayability to each parity on the underlying scale were estimated using a threshold model with the fixed effect of herd and the random effects of animal and herd-year-season of birth. Genetic correlations were estimated among livebirth, STAY1, STAY12, and STAY23 with a 4-trait linear model with fixed herd-year-season of birth and random effects of animal, dam of the calf (livebirth), and herd calving date (STAY12 and STAY23). Heritabilities for stayability ranged from 0.07 to 0.15 and was 0.08 for the direct effect of livebirth and 0.06 for the maternal effect of livebirth. The repeatability for stayability was 0.60. Genetic correlations ranged from 0.11 between livebirth and STAY1 to 0.83 between STAY12 and STAY23. Excluding livebirth, stayability to all time points was significantly correlated with productive life and with cow livability. In general, stayability was positively associated with milk yield and negatively associated with fat percent and stillbirth. In conclusion, stayability in organic herds is heritable and positively associated with nationally evaluated longevity traits suggesting that improvement for stayability in organic herds can be achieved with current national evaluations for longevity.

Invited review: Maintaining and growing fluid milk consumption by children in school lunch programs in the United States

Fluid milk consumption among children has declined for decades. Adequate consumption of milk and dairy products, especially during childhood, has beneficial health outcomes for growth, development, and reduced risk of osteoporosis, hypertension, obesity, and cancer during adulthood. Satisfaction with milk flavor, perceived health benefits derived from milk, and habit are primary drivers of lifelong milk consumption. Child preferences and attitudes for milk may differ from those of adults, and as such, understanding and fulfilling the needs of children is crucial to reverse the decline in milk consumption. School meal programs make fluid milk accessible to millions of children each day; however, regulations and school lunch procurement systems in the United States sometimes make it difficult to provide novel or value-added milk products in these programs. Total consumption of all milk types in US schools declined by 14.2% from 2008 to 2017, and the percentage of children participating in the school lunch program has also declined. This decline has also been driven by declining average daily participation in the school meal program and may also reflect children's dissatisfaction with the sensory characteristics and the form of milk offered in schools. The change in form of milk offered in schools to lower fat and lower added sugar content in the United States has been driven by government-mandated school lunch calorie and fat requirements. This review describes the current milk consumption trends among children; the structure and basic requirements of the school lunch program in total and for milk; and the intrinsic, extrinsic, and environmental factors that influence child perception, preference, and consumption of fluid milk in the US school system.

O’Sullivan M, Kerry JP, Kilcawley KN. A Cross-Cultural Evaluation of Liking and Perception of Salted Butter Produced from Different Feed Systems

Perception and liking among Irish, German and USA consumers of salted butter produced from different feed systems-outdoor grass (FS-GRSS), grass/clover (FS-CLVR), and indoor concentrate (FS-TMR)-was investigated. A consumer study was conducted in all three countries. Irish and German assessors participated in ranking descriptive analysis (RDA), whereas descriptive analysis (DA) was carried out by a trained panel in the USA. Volatile analysis was conducted to identify differences in aroma compounds related to cow diet. Overall, there was no significant difference in overall liking of the butters, among USA, German and Irish consumers, although cross-cultural preferences were evident. Sensory attribute differences based on cow diet were evident across the three countries, as identified by German and Irish assessors and trained USA panelists, which are likely influenced by familiarity. The abundance of specific volatile aromatic compounds, especially some aldehydes and ketones, were significantly impacted by the feed system and may also contribute to some of the perceived sensory attribute differences in these butters.

Beverage milk consumption patterns in the United States: Who is substituting from dairy to plant-based beverages?

This research used a survey of 995 US households to explore how dairy milk and plant-based beverage substitutes were consumed. Long-term trends of declining beverage milk consumption have been exacerbated in recent years by increasing consumption of plant-based beverages. Although beverage milk consumption has been declining, total dairy consumption in the United States continues to increase, driven by growth in sales of cheese, butter, and yogurt. Using k-means cluster analysis, 3 consumption clusters for US households were identified. The largest cluster, consisting of 61.6% of households, consumed dairy milk with some regularity and consumed little or no plant-based beverages. A second cluster, flexitarian households, consisting of 15.6% of respondent households, frequently consumed both dairy milk and plant-based beverages. The third cluster, plant-based consumers, consisting of 22.8% of households, consumed almost exclusively plant-based beverages. Examining differences in demographics between clusters, flexitarian households were larger, more likely to include young children, more likely to include a vegetarian or vegan, and more liberal than traditional dairy-consuming households. Plant-based households had many similarities to flexitarian households. The flexitarian and plant-based clusters were willing to substitute plant-based beverages for dairy milk for almost all consumption uses.

The influence of automatic associations on preference for milk type

In recent decades, organic milk has been an exception to the trend of decreased fluid milk consumption in the United States. However, the reasons behind consumer preference for organic milk over conventional and other milk types are ill-defined. The objective of this study was to use an implicit association test (IAT) and primed and unprimed preference testing to determine if fluid milk consumer preferences for milk types are influenced by implicit biases and, if so, to define these biases within the context of the consumer sensory experience. Self-reported fluid milk consumers (n = 473) participated in online IAT exercises where pairwise comparisons of milk types (conventional, organic, local, pasture-raised) were measured on both positive and negative dimensions related to cow-welfare, sustainability, health, trust, safety, and quality. Latency times from IAT responses were subsequently transformed into standardized D-scores to categorize bias effect sizes. Additionally, fluid milk consumers (n = 174) participated in preference tests that compared commercial milks representing different milk types through presentations where milk type was shown (primed) or hidden (unprimed). Following preference tests, consumers were asked to explain their preferred sample using check-all-that-apply tasks. Analysis of IAT results showed that conventional milk was more associated with negative dimension descriptors compared with organic, local, and pasture-raised milks. Additionally, a positive bias in favor of organic milk was expressed when compared with pasture-raised milk offerings; however, no differences were found in pairwise comparisons of other nonconventional milk type pairings, suggesting that consumers may conflate these designations. Blinded preference testing showed that milk preferences were largely dictated by flavor, with consumers differentiating milk types based upon flavors related to packaging, pasteurization method, and feeding systems. In primed evaluations, consumers generally expressed preferences that aligned with their explicit beliefs, and flavor considerations appeared to be a secondary differentiator of preference. Based on these results, conventional milk is associated with negative implicit beliefs related to production and product quality more often than other milk types, which was reflected in IAT evaluations and primed preference tests. However, the blinded tastings suggested that conventional milk was preferred, or competitive with, other milk types based on flavor alone. Findings from this study suggest consumer differentiation and preference of milks is significantly affected by perceptions and beliefs related to milk type. In particular, conventional milk was associated with relatively few unique belief descriptions, indicating strict utilitarian consumer categorization. Organic and local milks were comparatively associated with greater care for nutrition, sustainability, animal welfare, and local farm support. These results demonstrate a need for greater education related to conventional milk offerings to dispel factors influencing negative implicit bias. Furthermore, improving product narrative via label information and alignment with locality and regionality were identified as possible opportunities for improving consumer sentiments related to conventional milk. A more thorough understanding of these attributes may reinforce stated beliefs more effectively and stave off consumer losses to plant-based alternatives that fulfill similar beliefs.

Food Values, Benefits and Their Influence on Attitudes and Purchase Intention: Evidence Obtained at Fast-Food Hamburger Restaurants

This paper analyzes the effects of: (i) Food values on their related benefits (hedonic and utilitarian); (ii) both kinds of benefits on attitudes toward eating hamburgers; and (iii) attitudes on purchase intention. To this end, we adapted the food values scale to the context of fast-food hamburger restaurants. Data were collected from a survey of 512 Mexican consumers and analyzed using structural equation modeling (SEM). The results show that the strongest influences are those exerted by food values, first, on hedonic benefits and, second, on utilitarian benefits. In contrast, the weakest influence is that exerted by utilitarian benefits on attitudes, followed by that exerted by hedonic benefits on attitudes. Among other findings, this study highlights the importance consumers give to the taste and safety of food, as well as the greater importance given to hedonic benefits compared to utilitarian ones. These findings have several important implications for managers in the industry.

A segmentation of Swiss fluid milk consumers and suggestions for target product concepts

The objective of this study was to understand the priorities and motives of Swiss consumers when choosing and buying fluid milk and to provide evidence-based recommendations for the development of target product concepts and category adaptations. Data were collected through a postal survey sent to a randomly selected sample of German-speaking Swiss residents, yielding a final sample size of n = 712 (39% response rate). Hierarchical cluster analysis disclosed the presence of 3 distinct consumer segments: the uncompromising consumers (24%), who have high and numerous expectations; the locavores (56%), who ensure that they consume primarily milk of local origin; and the indifferent consumers (20%), who have modest expectations, especially in taste, origin, and production conditions. The market review revealed that none of the 7 largest market players offered the right product mix to match the needs of its effective or targeted consumers. Overall, the current offer is too broad and untargeted. A large share of the offer lacks sufficient differentiation; furthermore, available added-value concepts often do not combine the right product attributes. Based on these results, 5 product concepts were elaborated. Two products were designed for the uncompromising consumers: a protein-enhanced, semi-skimmed (1.5%) milk and a fair milk (fair price paid to the milk producers); a twin concept was designed for the locavores: a 100% local pasteurized milk available in both conventional and organic quality; and one product was designed for the indifferent consumers: an all-purpose, long-life, part-skimmed (2.5%) milk. By including the product concepts dedicated to their targeted consumers' segments and downsizing their assortment depth, retailers could optimize their sales per square foot.

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.

Traditional attributes moo-ve over for some consumer segments: Relative ranking of fluid milk attributes

Due to the decrease in fluid milk consumption as a beverage in the United States, the importance for dairy industry stakeholders to understand attribute preferences for consumer segments has increased. This paper uses a representative sample of U.S. residents to determine shopping behavior and a Best-Worst experimental design to examine consumer preferences for select milk attributes. The Random Parameters Logit model revealed the largest preference shares were for price (19.1%), fat content (17.6%), and humane handling (16.1%). Segmentation of the respondents was analyzed using a Latent Class Model, and the demographics of segments were analyzed by probabilistic assignment. This contribution, which may be applied to other products, allows for a detailed understanding of consumer preferences for fluid milk. Demographics such as gender and age were not statistically different across the five classes for this topic, unlike shopping behavior. Class 2 was named "The Balancing Act" due to respondents' balance between animal welfare aspects and the physical characteristics of milk. Class 5 was dubbed "Value and Volume" due to large preference shares for price and container size. A lower percentage of respondents in "The Balancing Act" (12.2%) reported purchasing fat-free skim milk when compared to the percentage of respondents in "Value and Volume" (18.6%). Due to the large preference shares for traditional milk attributes, Class 3 was named "Traditional Milk Shoppers." A higher percentage of respondents in "Value and Volume" also reported always reading the information on meat, egg, or milk products when compared to "Traditional Milk Shoppers" (12.2%). Although price is still important to many consumers, certain segments have preferences or demand for other attributes that may be satisfied by producers to increase market share or price premiums.