Assessing consumer preferences for plant-based ice cream: A conjoint analysis of soy and almond milk varieties

Abstract

India, as the world's largest producer of milk, faces significant challenges due to the perishability of dairy products, driving demand for alternative value-added options like frozen desserts. Plant-based ice cream made from soy and almond milk offers a sustainable and healthier alternative to traditional dairy-based options. This study aims to explore consumer preferences for plant-based ice cream, addressing the growing demand for dairy-free and health-conscious dessert options. Using Choice-Based Conjoint Analysis (CBC), a survey was conducted among 120 respondents in Coimbatore, India, to evaluate preferences for plant-based ice cream across four key attributes: health benefits, taste, price and product form (cone vs. cup). Low-fat content significantly influenced purchasing decisions under the health benefits attribute. Chocolate emerged as the preferred flavour, with a utility value of 0.362, while cones were favoured over cups with a utility value of 1.612. Price was the most influential attribute, contributing 46.5% to consumer decision-making, followed by health benefits. The optimal product configuration included a cone-shaped, chocolate-flavoured, low-fat plant-based ice cream priced at Rs. 70. The findings provide crucial insights for manufacturers, highlighting the importance of competitive pricing and health-focused innovations to meet the demand for healthier, plant-based ice cream varieties in India. These results can guide product development and marketing strategies in the expanding frozen dessert market.