Plant-Based Milk Consumption in India: Motivators, Deterrents and Marketing Strategies in a Competitive Market

Abstract

Plant-based milk is any product that resembles animal or bovine milk but is made from plant extracts. While plant-based milk is considered a better alternative to bovine milk ethically, environmentally, and health-wise, the demand for plant analogues remains low in India because the country is the largest producer and consumer of bovine milk globally. To increase the credibility of plant-based milk as a food product in a competitive market like India, it is essential to understand consumer perspectives regarding plant-based substitutes. In-depth interviews were used to understand respondents’ views, experiences, feelings, and perspectives regarding plant-based milk consumption. A thematic analysis of the interview transcripts identified the primary motivators, deterrents, and marketing scope for plant-based milk consumption in a bovine dairy-dominated nation like India.