Attitudes and beliefs of French consumers towards innovative food products that mix dairy and plant-based components

Reducing consumption of animal-based protein in favor of plant-based protein in Western diets could be a way to mitigate the pressure of our diet on the environment. However, consumers may find it challenging to re-balance their diet. In particular, milk substitution seems difficult to some consumers, for nutritional and sensory reasons. New products that mix dairy- and plant-based components could be an opportunity to gradually familiarize consumers with plant-based products characteristics. In the present study, attitudes and expectations of French participants toward such dairy and plant-based mixed products were studied through the implementation of online Check-All-That-Apply (CATA) questionnaires using images of fictional mixed products. Participants responded to a single-item food choice questionnaire (SI-FCQ) and a socio-demographic questionnaire. Three profiles were found according to their criteria of food choice. The attitudes and beliefs of participants toward mixed products depended on both the nature of the plant component of the mixed products, and the profile of participants regarding SI-FCQ answers. Mixed dairy and plant-based products may be considered as more than a combination of both ingredients, and even globally as a new object. This opens new perspectives on eating habit changes. •We study consumer representations and beliefs on mixed dairy & plant-based products.•Acceptance of mixed products depends on both ingredients and consumer profiles.•The ingredients associated in a mixed product should be chosen wisely.•Yogurt-like products seem more promising than products inspired from milk or tofu.