Determinants of Cow's Milk and Plant‐Based Milk Substitutes Consumption: Cross‐Cultural Study of Portuguese and Irish Young Adults

Milk production has declined in Europe, while plant-based milk substitutes (PBMS) gain popularity, especially among young adults. While previous works assessed PBMS consumption and perceptions, limited evidence compares the motives underlying cow's milk and PBMS consumption, particularly across cultural contexts. This study aimed to assess the determinants and characteristics of cow's milk and PBMS consumption/non-consumption among Portuguese and Irish young adults (n = 645). Data included sociodemographics, diet, cow's milk/PBMS consumption, perceptions, and concerns. Reasons for cow's milk/PBMS choice were assessed using 7-point anchored scales, and factors were identified using exploratory factor analysis. Binary logistic regression was performed to associate consumer characteristics with cow's milk/PBMS consumption. Cow's milk consumption and PBMS non-consumption were linked to hedonic and familiarity-related reasons, while PBMS consumers and cow's milk non-consumers prioritized health and sustainability. Plant-based diets and food restrictions predicted lower cow's milk intake and higher PBMS use, and women were more likely to choose PBMS. Among the Irish, higher education was linked to reduced cow's milk consumption. In Portugal, trusting friends/family favored cow's milk intake, whereas reliance on social media favored PBMS. In Ireland, trusting internet searches was inversely associated with cow's milk intake and positively related to PBMS use. Concern levels were low, with higher scores for antibiotics and hormones in cow's milk and added sugars and pesticides in PBMS. Perceptions were positive, particularly regarding pasteurized milk and PBMS among Irish and UHT milk among Portuguese. These findings reflect informational, cultural, and market influences on consumption. Product development and marketing should target sensory, health, and environmental features. Clear communication is needed to promote informed decision-making. PRACTICAL APPLICATIONS: This study identifies the main barriers and motivators for the consumption of cow's milk and its plant-based alternatives among young Portuguese and Irish consumers. This information can be used by the industries dedicated to the production of these beverages to optimize specific product properties to meet consumers' demands and expectations. It can also be used by marketers to promote the valued characteristics of each product to their respective consumer segments.