Using Consumer Insights to Determine Whether Plant-based Beverages Should Be Allowed to Use the Term “Milk”

An ongoing debate is whether plant-based beverages should be allowed to use the term “milk” on their packaging. The primary reasons advocates object to the use of “milk” for plant-based beverages is that such use of the term “milk” would confuse the public into 5 thinking that (1) plant-based beverages contain animal lactation and/or (2) plant-based beverages are as healthy as cows’ milk. This study used a best-worst scale experiment to reveal consumers’ beliefs about the healthiness of associated cows’ milk and plant-based milk products based on their nutrition panels, and on purchase intent based on nutrition panels. We find there is heterogeneity in health perceptions, consistent with the scientific literature. These results question to what degree healthiness can be used to compare animal-based and plant-based milk products to inform labeling conventions.