CONSUMER PERCEPTION OF SOY AND DAIRY PRODUCTS: A CROSS‐CULTURAL STUDY

Abstract

ABSTRACT Soy and dairy are the two main sources of protein that are used in specialized products such as sports bars and beverages. Historically, New Zealanders have consumed mainly dairy products, whereas American consumers have been exposed to both soy and dairy. The purpose of this research was to collect consumer views and opinions from New Zealand (NZ) and U.S. consumers about the health benefits and product claims associated with soy and dairy products and to determine if there were any cross‐cultural differences. Consumers from the U.S.A. and NZ answered a usage and attitude questionnaire and completed a conjoint analysis survey on their general knowledge and perception of the health benefits of soy and dairy products and the differences between these products. Both groups of consumers associated specific health claims with each protein source. There were minimal differences between U.S. and NZ consumers in their knowledge and perception of soy and dairy products; however, NZ consumers had a greater preference for dairy, whereas U.S. consumers did not differentiate their choice of protein source as clearly. PRACTICAL APPLICATIONSThe insights gained in this study give researchers and marketers information about how soy and dairy products are perceived by consumers. It provides information about the specific health claims that consumers attribute to soy and dairy and what preferences they have for these products. The similarities and differences that are shown between U.S. and New Zealand consumers are beneficial to know when formulating products to sell in today's global food industry.