Forager Project Plant-Based Dairy Study

Forager Project Plant-Based Dairy Study: Executive Synthesis

Objective and context: To understand US consumers’ preferences for plant-based dairy alternatives-especially yogurt-via qualitative interviews (n≈18 responses). Across respondents, purchase and repeat decisions are pragmatic and performance-driven, with clear thresholds for value and everyday usability.

What matters most: cross-question learnings grounded in evidence

• Taste and texture are the deal-makers. Consumers want a spoonable, stable cup with a clean tang and no off-notes, often benchmarking against dairy Greek yogurt. As Jennifer Zapata put it: “If it tastes like chalk or goes gloopy, I’m out.”
• Protein-to-sugar balance signals “real yogurt.” Simple macro heuristics drive choices: higher protein, lower sugar. Ryan Maciel: “Protein vs sugar matters more than the marketing on the lid… Most almond and oat cups are sugar bombs with 2g of protein.”
• Short ingredient lists and live cultures build trust. Minimal gums/starches and visible cultures matter; Derek Norris: “If it takes a bunch of gums and starch to fake yogurt, I pass.” Sensitivities to sweeteners/stabilizers (e.g., migraine triggers) heighten this need for simplicity.
• Functionality and stability in real life. Cups must hold under granola/overnight oats, not separate, and avoid splitting in sauces. “If it can’t multitask, it doesn’t earn fridge space” (Zapata).
• Price and availability are gating factors. Concrete thresholds surfaced-e.g., ≈$0.30/oz and practical single-serve pricing-plus mainstream retail access. Maciel: “If it is north of about $0.30 per ounce, it better taste great, have real protein, and not separate.”
• “Organic” and especially “non-GMO” are tie-breakers, not drivers. Most prioritize taste, unit price, and clean ingredients; labels only tip the choice when price/performance are equal. “Organic sometimes, non-GMO almost never… The non-GMO badge is usually marketing noise” (Zapata). Several respondents quantified premiums and opted out when gaps were material.

Persona correlations and demographic nuances

• Parents/caregivers: Kid acceptance and routine fit (plain spoonability, low sugar, lunchbox stability) trump badges. One parent noted minutes saved per morning if a child eats the cup without add-ins (Maciel).
• Higher-income urban professionals: Will pay modest premiums when sensory parity and macros justify it; reject premiums unbacked by performance (Zapata, Maciel).
• Rural/value-driven households: Default to mainstream chains, price-per-ounce thresholds, and resealable, non-leaking packs; less likely to chase specialty SKUs (Norris, Scoville).
• Hands-on cooks: Require stability in sauces/heat and multi-use capability, not just snacking appeal (Zapata, Scoville).

Implications for cashew yogurt

• Deliver dairy-like performance: dense, spoonable texture that stands up under granola; neutral/buttery flavor with real tang (Zapata; Maciel).
• Keep sugar in check with recognizable sweeteners; avoid stevia/monk fruit aftertastes that some report as triggers (Scoville).
• Short ingredient list, minimal stabilizers, real cultures to win clean-label skeptics (Norris).
• Functional stability across overnight oats, lunchboxes, and quick pan sauces.
• Practical pack/price with leak-proof reseals; heat-stress resilience matters in hot climates (Zapata) and value targets near ~$0.30/oz (Maciel).

Recommendations

• Formulate for dairy-like texture and neutral flavor; target ≥8–10g protein for vanilla and ≤7–9g added sugar; plain with 0g added sugar.
• Simplify labels; cap stabilizers (≤1 gum), spotlight live cultures, and avoid non-nutritive sweeteners in core SKUs.
• Lead with “Taste • Texture • Macros • Simplicity” on front-of-pack; badges only as tie-breakers.
• Execute a stability QA program for granola stand-up, overnight oats (12–24h), lunchbox (ambient), and acid/heat sauces.
• Fix packaging basics: resealable, leak-proof lids; perform heat-stress tests (~90–100°F).
• Price architecture to hit value cues: ≤$0.30/oz and ≤$1.50 per 5.3oz single; prioritize mainstream retail access.

Risks and mitigations

• Protein off-notes/chalkiness: use lower-flavor pea/faba, culture-driven flavor, and masking; iterate with CLTs.
• Missing value thresholds: cost-out pack/ingredients and optimize trade mix; lean on tubs for value perception.
• Separation/splitting: enforce emulsification and fermentation specs; tighten QA gates.
• Allergen/supply volatility (cashew): dual-source and maintain safety stock; clear allergen labeling.
• Sweetener sensitivities: avoid stevia/monk fruit in core; maintain plain/low-sugar options.

Next steps and measurement

1. 0–30 days: Messaging pivot to macros/cultures; label simplification; packaging seal audit; define v2.0 formulation brief.
2. 30–60 days: Bench work on texture/neutral flavor; QA protocol build; pack/price quotes; CLT design.
3. 60–90 days: Pilot batches; stability testing; artwork finalization; retailer sell-in for mainstream pilots.
4. 90–150 days: Pilot launch; track velocity and repeat; IHUT feedback loops to optimize.

• KPI guardrails: taste/texture top-2-box ≥75% overall (no segment <65%); vanilla ≥8g protein and ≤7–9g added sugar; plain ≥6g protein, 0g added sugar; shelf price ≤$0.30/oz and ≤$1.50 singles; velocities: singles ≥8 u/s/w, tubs ≥3 u/s/w; 60-day repeat ≥35%; quality complaints on separation/leaks <2 per 10k units; QA pass ≥98%.