Understanding the Consumption of Plant-Based Drink in South Korea: Drinking Situations and Food Pairings

Abstract

This study aims to investigate how consumption situations, consumer characteristics and food pairing patterns differ based on milk selection, namely cow milk and plant-based drink, using food diary data (117,728 cases). The consumer characteristics and drinking situations of milk and plant-based drink were analyzed using probit model, and food pairing patterns of milk and plant-based drink were analyzed using decision tree analysis. Plant-based drink consumers are more likely to be older, female, and have lower incomes, compared to milk consumers. Consumers are more likely to have plant-based drink on the move. Plant-based drink is mainly consumed with eggs, bananas, sweet potatoes, and nuts, while milk is consumed with cereals, bananas, and bread. It provides marketers with a stepping stone for developing marketing strategies associated with plant-based drink. This is the first empirical study to compare food pairing patterns between milk and plant-based drink, extending the scope of food pairing.