The Relationship Between Searching for Information on Dairy Products, Their Consumption, and Attitudes Towards New Dairy Products

TL;DR

This study explores how searching for information about dairy products relates to their consumption and attitudes toward new dairy products among Poles.

Contribution

The study identifies distinct consumer clusters based on innovativeness and concerns about new dairy products.

Findings

Greater openness to new dairy products was associated with higher consumption of dairy products.

High innovativeness and high concerns clusters consulted various information sources more often.

Openness to new dairy products correlates with more frequent use of specific information sources about dairy products.

Abstract

The increase in the market offer of dairy products may encourage their greater consumption. The study aimed to assess the relationship between dairy product consumption, searching for information about dairy products, and attitudes toward new dairy products. It was conducted in December 2024 and January 2025 using Computer-Assisted Web Interviewing (CAWI) among a representative sample of 1006 adult Poles. Based on the daily dairy consumption frequency, individuals who rarely consumed dairy products (below the median) and those who frequently consumed dairy products (at or above the median) were identified. Using exploratory factor analysis (EFA), two factors describing attitudes toward new dairy products were identified: “Openness to new dairy products” and “Concerns about new dairy products”. Based on these factors, cluster analysis identified three homogenous groups: “Moderate innovativeness and low concerns”, “Low innovativeness and medium concerns”, and “High innovativeness and high concerns”. The Chi-square test and Kruskal–Wallis test were used to evaluate the relationships between variables at p < 0.05. Among the “High innovativeness and high concerns” and “Moderate innovativeness and low concerns” clusters, there were fewer people who rarely consumed dairy products than those who frequently consumed them (38.1% vs. 61.9% and 45.4% vs. 54.6%, respectively). “High innovativeness and high concerns” consulted various information sources more often. Greater openness to new dairy products was associated with higher consumption of dairy products, regardless of the level of concern about these products. Openness to new dairy products, along with great concerns about them, was associated with more frequent use of specific information sources about dairy products. The research results confirm the relationship between dairy product consumption and openness to new dairy products, as well as the relationship between the latter and the search for information about dairy products, which may be of significant importance for future improvement of the situation on the dairy market.