Danone Study of 42,000 Adults Puts Digestive Comfort on the List of Plant-Based Dairy Drivers

A recent survey conducted by Ipsos, supported by Danone, reveals that digestive comfort is a significant factor for consumers choosing plant-based dairy alternatives. Of the 42,000 adults surveyed across 14 countries, health was the primary motivation at 42%, followed by taste (35%), naturalness (34%), and digestive comfort (32%). Notably, respondents associated plant-based products with being "not heavy" and naturally lactose-free, appealing to a broad range of consumers, including those who combine plant-based products with dairy.

Additionally, a smaller survey of regular plant-based drink consumers in the US, UK, and Germany indicated that 92% found these drinks easy to digest. Despite these self-reported perceptions, Danone cautions that the study does not assess clinical outcomes or physiological effects. Virginia Messina, a co-author of the study, emphasizes the importance of understanding consumer perceptions, highlighting potential avenues for future research into the factors influencing these experiences.