Consumption Habits and Perception of Plant-Based Milk and Dairy Alternatives Among Vegetarians and Omnivores: A Case Study of Consumers in Slovenia

TL;DR

This study explores how vegetarians and omnivores in Slovenia perceive and consume plant-based milk and dairy alternatives, revealing differences in health and sustainability views.

Contribution

The study provides novel insights into PBMDA perceptions in Central Europe, highlighting socio-demographic and dietary pattern influences.

Findings

Vegetarians perceive PBMDAs more favorably than omnivores regarding health, sustainability, and safety.

Omnivores trust dairy's nutritional value more and are more concerned about additives in PBMDAs.

Nutrition information biases exist, with both groups rating dairy as healthier when labels are anonymized.

Abstract

Background: Plant-based milk and dairy alternatives (PBMDAs) are increasingly consumed in Europe, yet evidence from Central Europe remains limited. This study investigated PBMDA consumption habits and perceptions among adults in Slovenia. Methods: A cross-sectional online survey was conducted in June 2024 using a nationally stratified consumer panel (N = 1500). The questionnaire assessed socio-demographics, lifestyle, selected self-reported psychological indicators, dietary pattern, PBMDAs-related beliefs, and interpretation of nutrition and ingredient information. Descriptive statistics and chi-square tests were complemented by multinomial logistic regression and Bayesian analyses. Results: Most participants followed an omnivorous diet, while vegetarians and vegans constituted a minority. Compared with omnivores, vegetarians expressed more favorable perceptions of PBMDAs (health, sustainability, safety), whereas omnivores expressed greater trust in dairy’s nutritional adequacy and stronger concerns about processing and additives. PBMDA perceptions varied by socio-demographics: younger participants and women expressed positive views, and vegetarian/vegan diets were more common among women and higher-educated consumers. Vegetarians/vegans reported more anxiety and body dysmorphic concerns than omnivores. When nutrition information was anonymised, both groups tended to rate dairy as healthier, indicating persistent biases in product evaluation. Conclusions: PBMDA perceptions in Slovenia are strongly segmented by dietary pattern and socio-demographics, supporting the need for clearer nutrition communication.

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