CONSUMER BEHAVIOUR AND SATISFACTION TOWARDS PLANT-BASED MILK ALTERNATIVES IN INDIA

Abstract

The plant-based milk market is one of the fastest-growing segments in the beverage industry, attributed to the shift in dietary habits, environmental concerns, and the realization of lactose intolerance. Consumer research in the South Asian context, particularly India, remains limited despite its growing urban market. The present study aimed to examine consumer behaviour and satisfaction levels with the major plant-based milk alternatives involving almond milk, soy milk, oat milk, among the urban people of Tamil Nadu in India. Primary data have been gathered from 350 respondents through structured interview schedule by using the purposive sampling technique from major retail stores and speciality stores. Chi-square test of independence, Customer Satisfaction Index, and Importance-Performance Analysis matrix were the tools applied. Almond milk was the most popular milk among respondents (30.52%), and the majority (62.1%) consumed Plant-based Milk along with conventional milk. Health benefits were the primary motivators for consuming Plant-based milk (33.1%). Food consumption habits had very strong association with the milk consumption pattern (χ² = 130.760; Cramer's V = 0.832). The overall Customer Satisfaction Index for Plant-based milk stood at 74.60%, which indicated a satisfied consumer base. Oat milk consumer satisfaction levels were the highest at 77.24%. The Importance-Performance Analysis matrix indicated that price reasonableness, ease of availability, and post-opening shelf life were the aspects that need to be given priority. High price (37.28%) and limited availability (30.12%) were the major barriers to purchase. Short shelf life after opening (27.42%) and functional performance (24.40%) were the major barriers to consumption. These results are helpful for the manufacturers, retailers, and policymakers to increase the market size of the Plant-based milk market in the country.