Matrix‐Specific Consumer Perception of Functional Enrichment in Plant‐Based Milk Alternatives: Evidence From a Cross‐Cultural Sensory Study

This study investigated matrix‐dependent consumer responses to the functional enrichment of oat and soy beverages fortified with two spray‐dried botanical powders in a study involving 344 participants from Denmark, Poland, and Spain. Six beverages, including fortified variants and non‐fortified controls, were evaluated using hedonic ratings, CATA profiling, purchase intent, after which consumers answered questions related to their background and dietary habits. Fortification increased total phenolics and antioxidant capacity, with stronger effects for apple‐based powders. Consumer data revealed pronounced matrix‐dependent perception patterns and heterogeneous acceptance responses, with soy beverages showing greater sensitivity to enrichment compared to oat‐based ones. Preference mapping and clustering identified three consumer segments with distinct response profiles. Overall, the findings demonstrate that successful fortification of plant‐based beverages requires a matrix‐tailored approach while accounting for consumer heterogeneity.