Consumer perceptions of plant based beverages: The Ghanaian consumer's perspective

•Consumer-based approach reveals factors driving plant-based beverage acceptability.•Consumers demonstrated sufficient awareness of plant-based beverages.•Main drivers of plant-based beverage consumption were health and nutrition.•Taste, cost, availability, and culture were the main barriers of consumption.•Consumers willing to purchase product concept of tiger nut and cocoa pulp beverage. This study identified factors influencing consumer desirability for a concept beverage from tiger nut milk and cocoa pulp using qualitative focus groups with four demographic groups: mothers, young adults, adults, and middle-aged adults. Specifically, Ghanaian consumers’ knowledge of plant-based beverages (PBB), sensory attributes driving preferences and selection, and willingness to purchase were investigated. Focus group discussions were thematically analyzed by Attride-Stirling's method using ATLAS.ti.7 software. Most consumers were knowledgeable of PBB. Health and nutrition were main drivers of consumption while taste, cost, availability, and culture were barriers to consumption. Drivers of consumer preference of PBB differed across demographic groups. Environmentally conscious consumers (mothers, adults, and middle-aged) preferred paper packaging while young adults preferred plastic packaging for convenience. Middle-aged adults preferred unsweetened versions for health reasons and mothers preferred unflavoured PBB for their children. Consumers expressed willingness to purchase the concept beverage, citing innovation, taste, and health benefits as main drivers. Increased consumer awareness of the relationship between diet and disease and the importance of consuming healthful foods has informed a switch to more plant-based diets. Our results provide valuable insights to facilitate the development of an acceptable plant-based beverage for Ghanaian consumers.