Not milking it: Comax study highlights consumer behavior towards non-dairy

09 Feb 2018 --- Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards Non-Dairy products, which focused on non-dairy milk, non-dairy creamer, non-dairy yogurt and non-dairy frozen dessert.

“There has been a shift in consumers’ attitudes and behavior with vegetarianism, veganism, rawism and flexitarianism on the rise. We see a growing interest in plant-based products in a variety of non-dairy applications including milk, creamer, yogurt and frozen dessert. We wanted to better understand what’s happening in the non-dairy segment among the general population,” states Catherine Armstrong, Vice President of Corporate Communications for Comax Flavors.

• The “ingredient source” is the most important attribute driving purchase intent with half of respondents citing it.
• 86 percent of respondents’ drink “Almond” milk while 41 percent consume “Soy” milk compared to 38 percent who prefer “Coconut” milk.
• ”Vanilla” is the number one flavor consumed by all generations with almost two-thirds citing it (62 percent).
• A third or more of respondents consume “Unflavored” (38 percent) and “Unsweetened” (33 percent) non-dairy milks.
• More than half of respondents (54 percent) mix non-dairy milk with other products while almost half (46 percent) drink it alone.
• 65 percent use non-dairy milk in “Beverages” while 42 percent use it in “Sweet Preparations” and 13 percent use it in “Savory Preparations.”

Non-Dairy Yogurt Findings – Among respondents who consume “Non-Dairy Yogurt” N=250:

45 percent of respondents cite “Health Benefits” as the number one attribute they make their non-dairy yogurt purchase on.

• ”Almond” milk yogurt (64 percent) is the most popular ingredient source followed by “Coconut” milk yogurt (54 percent).
• ”Berry” (69 percent) is the number one universally consumed flavor by all generations.
• 57 percent of respondents consume “Tropical” flavors while 56 percent consume “Vanilla.”
• 19 percent of respondents consume “Vegetable” flavors.
• 43 percent of respondents flavor their non-dairy yogurt compared to 57 percent who do not.
• 47 percent of respondents use non-dairy yogurt in place of non-dairy mayonnaise, sour cream, cream cheese, crème fraiche and/or oil compared to 53 percent who do not.
• 46 percent of respondents use non-dairy yogurt in “Beverages,” 36 percent use it in “Sweet Preparations” while 26 percent use it in “Dips and Dressings” and 17 percent use it in “Savory Preparations.”

• "Flavor” is the number one driver of non-dairy frozen dessert purchases with 46 percent of respondents citing it as the most important attribute.
• "Almond” milk is most popular non-dairy frozen dessert base with 68 percent of respondents citing it followed by “Coconut” milk with 62 percent citing it.
• "Cashew” and “Rice” non-dairy frozen dessert bases are gaining popularity with 38 percent of respondents citing both equally.
• 60 percent of respondents consume “Chocolate,” making it the most popular flavor consumed by all generations.
• More than half of respondents consume “Vanilla” (54 percent) and “Fruit” flavors (51 percent).
• 42 percent of respondents equally consume “Coffee” and “Nut” flavors.
• Shy of a third of respondents (32 percent) consume “Indulgent” flavors.
• ”Mint” flavors are consumed by a quarter of respondents (26 percent).

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