Zachowania konsumentów wobec napojów roślinnych jako alternatywy mleka

• Authors: Agata Zaremba , Anna Jędrusek-Golińska , Joanna Kobus-Cisowska , Krystyna Szymandera-Buszka

Title variants

EN

Consumer behavior towards plant-based milk alternatives

Abstracts

EN

The aim of this study was to determine the choices and preferences of consumers aged 18 to 75 for plant-based beverages as an alternative to milk. The study was conducted in the years 2021–2022 on 1167 people from Wielkopolska and Kuyavian Pomeranian Voivodeship aged 18–75, declaring a vegan diet or a diet including plant and animal products (traditional). The group selection was random, with stratified sampling taking into account the sampling of Polish society in terms of the type of diet, sex, and age. The research was conducted using the survey method using the online survey technique. Our studies showed a more frequent consumption of plant-based beverages among vegans was found. However, it was confirmed that people declaring vegan and traditional diets could be a strong group of recipients. The main predictors of the plant-based beverages market are consumers aged 18-35, regardless of the declared diet. It was found that among people over 35, women reported more frequent consumption of plant-based beverages. The most frequently consumed beverages were oat and soy drinks, followed by almond, coconut and rice drinks. However, the relatively high prices of plant-based drinks constitute a significant barrier to reducing the purchase of these products. Factors that may increase the market of plant-based drinks may include declarations for vegans related to sustainable development and for people declaring traditional diets confirmed health aspects. Over 80% of respondents claimed much more frequent consumption of this group of products in the future, especially oat milk. Consumers proclaimed that they were looking for this group of products using Internet platforms, and from these sources, they gained knowledge about them.

PL

Celem badania było określenie wyborów i preferencji konsumentów napojów roślinnych stanowiących alternatywę dla mleka. Badania przeprowadzono w latach 2021-2022 na terenie województwa wielkopolskiego i kujawsko-pomorskiego, wśród 1167 osób, w wieku od 18 do 75 lat, deklarujących dietę wegańską lub dietę uwzględniającą produkty roślinne oraz zwierzęce (tradycyjna). Dobór grup był losowy, z doborem warstwowym uwzględniającym dobór społeczeństwa polskiego pod względem płci, wieku i rodzaju diety. Badania przeprowadzono z użyciem metody sondażowej z wykorzystaniem kwestionariusza w formie elektronicznej. Na podstawie uzyskanych wyników stwierdzono częstsze spożycie roślinnych substytutów mleka wśród wegan. Potwierdzono jednak, że znaczącą grupą odbiorców mogą być także osoby deklarujące dietę tradycyjną. Głównymi konsumentami na rynku napojów roślinnych stanowiących alternatywę dla mleka są konsumenci w wieku 18-35 lat, niezależnie od deklarowanej diety. W grupach osób starszych były nimi częściej kobiety. Najczęściej spożywanymi napojami były napoje owsiane i sojowe, a następnie migdałowe, kokosowe i ryżowe. Jednak wysokie ceny napojów roślinnych stanowią znaczną barierę obniżającą zakup tej grupy produktów. Czynnikami mogącymi wpłynąć na zwiększenie rynku napojów roślinnych u wegan mogą być deklaracje związane ze zrównoważonym rozwojem, a u osób deklarujących diety tradycyjne potwierdzone aspekty zdrowotne. Ponad 80% respondentów deklarowało znacznie częstsze spożywanie tej grupy produktów w przyszłości, szczególnie mleka owsianego. Konsumenci deklarowali poszukiwanie tej grupy produktów z wykorzystaniem platform internetowych i z tych źródeł czerpali wiedzę na ich temat

Keywords

PL

napoje roślinne; roślinne alternatywy mleka; zachowania konsumentów; substytuty mleka; dieta wegańska; dieta tradycyjna

EN

plant-based beverage; plant-based milk alternatives; consumer behavior; milk substitutes; vegan diet; traditional diet

• Publisher: Centrum Doradztwa Rolniczego w Brwinowie. Oddział w Poznaniu
• Journal: Zagadnienia Doradztwa Rolniczego
• Year: 2023
• Volume: 111
• Issue: 1
• Pages: 60-79

Dates

published

2023

Contributors

author

Agata Zaremba

• Uniwersytet Przyrodniczy w Poznaniu

• https://orcid.org/0000000193117264

author

Anna Jędrusek-Golińska

• Uniwersytet Przyrodniczy w Poznaniu

• https://orcid.org/0000000216734717

author

Joanna Kobus-Cisowska

• Uniwersytet Przyrodniczy w Poznaniu

• https://orcid.org/0000000328340405

author

Krystyna Szymandera-Buszka

• Uniwersytet Przyrodniczy w Poznaniu

• https://orcid.org/0000000302646027

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Identifiers

Biblioteka Nauki

2216477