Plant-Based Milk Consumption in India: Motivators, Deterrents and Marketing Strategies in a Competitive Market

Abstract

Plant-based milk is any product that resembles animal or bovine milk but is made from plant extracts. While plant-based milk is considered a better alternative to bovine milk ethically, environmentally, and health-wise, the demand for plant analogues remains low in India because the country is the largest producer and consumer of bovine milk globally. To increase the credibility of plant-based milk as a food product in a competitive market like India, it is essential to understand consumer perspectives regarding plant-based substitutes. In-depth interviews were used to understand respondents’ views, experiences, feelings, and perspectives regarding plant-based milk consumption. A thematic analysis of the interview transcripts identified the primary motivators, deterrents, and marketing scope for plant-based milk consumption in a bovine dairy-dominated nation like India.

Keywords:

• Consumption
• in-depth interviews
• plant-based beverages
• qualitative  analysis

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Disclosure statement

No potential conflict of interest was reported by the author(s).