Acceptance of A2 milk and its implications for the dairy sector and trends in consumption of milk and plant-based beverages

Conventional bovine milk contains both A1 and A2 β-caseins, with A1 being associated with dietary dysfunctions. Consequently, A2 milk and plant-based beverages have gained prominence. This study aimed to analyse consumption trends of bovine milk and plant-based beverages, as well as the acceptance of A2 milk and its implications for the dairy sector. An online questionnaire was disseminated via digital platforms over a 15-day period, resulting in 145 valid responses. Hierarchical Cluster Analysis (HCA), using Ward’s method, identified three clusters, which were characterised using descriptive statistics. Most participants were female, aged between 20 and 29 years, and held higher education qualifications. Bovine milk consumption predominated in clusters 1 and 2, whereas cluster 3 exhibited the lowest consumption, correlating with a higher incidence of dietary dysfunctions following consumption. Awareness of A2 milk remains limited, and 22% of participants indicated a tendency to substitute conventional milk with plant-based beverages in cases of dietary dysfunctions. It is concluded that knowledge about A2 milk and its availability in the market are limited, which encourages its replacement by plant-based beverages. However, when price is not a factor, consumers show a preference for A2 milk.