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Consumers Not Confused About Ingredients Used to Make Plant-Based Milks
In our recent blog about the FDA and labels for soymilk and almond milk, we cited several court decisions where the judges were incredulous at the idea people were confused as to what they were buying (e.g. “By using the term ‘almond milk,’ even the least sophisticated consumer would know instantly the type of product they are purchasing.”)

The courts are right. GFI’s senior consumer research scientist, Dr. Keri Szejda, recently conducted a pilot study of 159 adults in which we asked participants to identify the primary ingredient used to make different beverages.

We asked consumers:

Please select the primary ingredient used to make [descriptor] milk.

And gave them the following options:
  • Almonds
  • Soybeans
  • Cow’s milk
  • Other____________________
The results were clear:
  • 96% correctly selected soybeans as the primary ingredient used to make soy milk.
  • 94% correctly selected cow’s milk as the primary ingredient used to make 2% milk.
  • 94% correctly selected cow’s milk as the primary ingredient used to make whole milk.
  • 93% correctly selected almonds as the primary ingredient used to make almond milk.
  • 89% correctly selected cow’s milk as the primary ingredient used to make skim milk.
We’re happy to have this data on the books to back up the judges’ decisions.

Citation: Szejda, K. (2018, July 24). Consumer Perceptions of Ingredient Sources. Retrieved from osf.io/53zwg


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