The future of hybrid foods: will consumers embrace dairy-plant blends?

This study investigated the perception of Uruguayan consumers towards hybrid dairy-like products, including beverages and yogurts made with a mix of milk and plant proteins from canola, hemp, or soy. The study was conducted online with 261 participants, using a 2 x 4 experimental design to analyse consumer responses to product type and protein source. Results showed that dairy yogurt was the most preferred. Among plant protein ingredients, canola and hemp were the most and least preferred, respectively. Consumers rated each product on purchase intention, environmental friendliness, and other attributes through a comprehensive questionnaire. Findings indicated significant variation in purchase intentions based on product and protein type. Canola-based products were seen as more environmentally friendly compared to soy. Attributes such as 'Healthy', 'Contains calcium', and 'Contains proteins' positively affected purchase intentions, while negative perceptions about flavour impacted intentions adversely. Cluster analysis revealed significant differences across clusters regarding protein preferences and product types. The effects of type of product and protein source on the consumers' perception of hybrid dairy-like products was assessed. Overall, 100% dairy yogurt had the highest purchase intention, although two consumer segments (clusters 1 and 2) showed higher or equal purchase intention for canola-milk and hemp-milk, associating such products with a positive effect on environment. image