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Rude Health Consumer Study
Understanding how UK consumers perceive organic dairy-free alternatives and B Corp brands
Study Overview
Updated Jan 21, 2026
Research question: Understand how UK consumers perceive organic dairy-free alternatives and B Corp brands-how they choose between Rude Health, Oatly, Alpro and own-brand, whether B Corp/organic and “kitchen‑cupboard ingredients” matter, and what drives willingness to pay for premium milk or granola (taste vs ethics).
Research group: N=6 UK grocery shoppers (ages 33–55) across London/Liverpool/Birmingham, a pragmatic, value‑oriented mix of administrative/accounting, environmental engineering and volunteer roles, including parents and discount‑store loyalists. What they said: Dairy‑free milks are treated as functional commodities; choices are led by performance in hot drinks (must not split in tea; must foam for coffee) then price/value, with supermarket own‑brand as the default and Oatly/Rude Health/Alpro perceived as barista/premium/workhorse respectively.
Main insights: Unsweetened, short ingredient lists and fortification are hygiene factors; B Corp/organic and “kitchen‑cupboard ingredients” act as tie‑breakers only when taste, tea stability and price are equal, and brand tone/reputation can sway decisions.
Willingness to pay is modest (~£0.20–£0.50/l for milk; ~£0.50–£1 per 500g granola, minority up to £2.20–£2.50/l), with trust reinforced by clean‑pour, kerbside‑recyclable packs and UK sourcing; for granola, visible nuts/seeds, big clusters and low sugar signal value. Takeaways: Lead with a performance‑first proposition-prove “designed for hot tea” stability and barista foam while staying unsweetened and fortified-and codify use‑case SKUs (Tea, Everyday, Barista, plus UHT) priced within accepted premiums.
De‑emphasize badges; instead, provide concise, verifiable sustainability (kerbside recyclability, UK oats, Living Wage, no palm oil), upgrade packaging (clean‑pour caps, resealable granola), and drive trial with offers/loyalty and in‑cup sampling to win low‑loyalty, price‑sensitive shoppers.
Research group: N=6 UK grocery shoppers (ages 33–55) across London/Liverpool/Birmingham, a pragmatic, value‑oriented mix of administrative/accounting, environmental engineering and volunteer roles, including parents and discount‑store loyalists. What they said: Dairy‑free milks are treated as functional commodities; choices are led by performance in hot drinks (must not split in tea; must foam for coffee) then price/value, with supermarket own‑brand as the default and Oatly/Rude Health/Alpro perceived as barista/premium/workhorse respectively.
Main insights: Unsweetened, short ingredient lists and fortification are hygiene factors; B Corp/organic and “kitchen‑cupboard ingredients” act as tie‑breakers only when taste, tea stability and price are equal, and brand tone/reputation can sway decisions.
Willingness to pay is modest (~£0.20–£0.50/l for milk; ~£0.50–£1 per 500g granola, minority up to £2.20–£2.50/l), with trust reinforced by clean‑pour, kerbside‑recyclable packs and UK sourcing; for granola, visible nuts/seeds, big clusters and low sugar signal value. Takeaways: Lead with a performance‑first proposition-prove “designed for hot tea” stability and barista foam while staying unsweetened and fortified-and codify use‑case SKUs (Tea, Everyday, Barista, plus UHT) priced within accepted premiums.
De‑emphasize badges; instead, provide concise, verifiable sustainability (kerbside recyclability, UK oats, Living Wage, no palm oil), upgrade packaging (clean‑pour caps, resealable granola), and drive trial with offers/loyalty and in‑cup sampling to win low‑loyalty, price‑sensitive shoppers.
Participant Snapshots
6 profiles
Paul Bennett
Birmingham-based admin coordinator, 52, married with two kids. Budget-conscious, Green-leaning, practical and community-minded. Values durability, clarity, and modest comforts. Enjoys football, allotment gardening, DIY, and simple UK trips with family.
Sophie Hartley
Sophie Hartley, 33, is a Croydon-based NHS admin professional on a tight budget. Warm, practical, and community-minded, she values transparency, durability, and ethics, favouring low-friction, affordable choices that respect her time and circumstances.
Hannah Collins
Hannah Collins, 39, is a White British Muslim single mum in Croydon. NHS facilities worker with a creative side business, homeowner, car driver. Practical, values-led, budget-savvy, and time-conscious, she seeks durable, transparent, halal-friendly, family-…
Natalia Kowalska
Polish-born single mum in Liverpool, 45, juggling two remote professional roles on a tight budget. Practical, community-minded, Reform-leaning Catholic who values reliability, fairness, and family time; tech-comfortable, thrifty, and a devoted Liverpool FC…
Marek Kowalski
Polish-born, 46-year-old social renter in Aberdeen. Married, no kids, household income strong via wife’s energy-sector job. Economically inactive, community-focused, frugal, practical cook and DIYer. Values durability, clear info, and local trust.
Carys Evans
Carys Evans, 55, environmental compliance technician in Swansea, married without children. Practical, eco-minded, budget-conscious, and community-oriented. Loves coastal walks, choir, crime fiction, and trains; prefers durability, clarity, and local impact…
Paul Bennett
Birmingham-based admin coordinator, 52, married with two kids. Budget-conscious, Green-leaning, practical and community-minded. Values durability, clarity, and modest comforts. Enjoys football, allotment gardening, DIY, and simple UK trips with family.
Sophie Hartley
Sophie Hartley, 33, is a Croydon-based NHS admin professional on a tight budget. Warm, practical, and community-minded, she values transparency, durability, and ethics, favouring low-friction, affordable choices that respect her time and circumstances.
Hannah Collins
Hannah Collins, 39, is a White British Muslim single mum in Croydon. NHS facilities worker with a creative side business, homeowner, car driver. Practical, values-led, budget-savvy, and time-conscious, she seeks durable, transparent, halal-friendly, family-…
Natalia Kowalska
Polish-born single mum in Liverpool, 45, juggling two remote professional roles on a tight budget. Practical, community-minded, Reform-leaning Catholic who values reliability, fairness, and family time; tech-comfortable, thrifty, and a devoted Liverpool FC…
Marek Kowalski
Polish-born, 46-year-old social renter in Aberdeen. Married, no kids, household income strong via wife’s energy-sector job. Economically inactive, community-focused, frugal, practical cook and DIYer. Values durability, clear info, and local trust.
Carys Evans
Carys Evans, 55, environmental compliance technician in Swansea, married without children. Practical, eco-minded, budget-conscious, and community-oriented. Loves coastal walks, choir, crime fiction, and trains; prefers durability, clarity, and local impact…
Overview
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Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)
Media Ingestion
Connections appear when personas follow many of the same sources, highlighting overlapping media diets.
Questions and Responses
3 questions
Response Summaries
3 questions
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Persona Correlations
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Overview
Across 18 UK respondents, choices for dairy‑free milks and premium granolas are primarily pragmatic: functional performance (tea stability, foaming, porridge creaminess) and price/value dominate decision making. Certifications like B Corp or organic, plus sustainability claims and ingredient transparency, are positively received but usually act only as tie‑breakers unless performance and price are equal. A modest premium is acceptable-typically ~£0.20–£0.50 per litre for milk or ~£0.50–£1 per 500g granola-when a clear, measurable functional benefit is delivered (better foam, no splitting, longer shelf life, superior texture). Distinct subgroups (budget‑constrained shoppers, middle‑age household decision‑makers, environmentally/technically minded consumers, discount‑store shoppers, barista‑style consumers, and parents) show predictable variations in willingness to pay, attention to certification, and sensitivity to packaging/ provenance. Overall, low brand loyalty and context‑based switching (tea vs coffee vs porridge) create opportunities for brands that demonstrably solve specific use‑case problems or match supermarket value positions.
Total responses: 18
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Low income, budget‑constrained shoppers |
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Price/value hierarchies predominate: supermarket own‑brands and yellow‑sticker deals are primary choices. Hygiene factors (unsweetened, short ingredient lists) matter, but certifications or storytelling rarely justify a premium unless price parity is achieved. | Natalia Kowalska, Sophie Hartley |
| Middle‑age (45–55) household decision‑makers |
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Decisions are use‑case driven: reliability in everyday contexts (no splitting in tea, creaminess for porridge) and convenience features (long shelf life, easy‑pour packaging) justify a small premium. Practical sustainability (kerbside recyclability, UK sourcing) influences only when evidenced. | Natalia Kowalska, Carys Evans, Paul Bennett |
| Environmental / technically minded consumers |
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Skeptical of vague claims; certifications and ethical badges matter only if backed by concrete, local‑actionable proof (kerbside recyclability, sourcing transparency, measurable emissions/supply chain data). Will pay or choose differently if evidence is compelling. | Carys Evans |
| Practical value seekers in non‑premium locales |
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Operational shopping heuristics (stockpiling offers, UHT preference) and strong store‑brand loyalty make premium storytelling ineffective unless it delivers an observable, use‑case benefit in cup or bowl. | Marek Kowalski |
| Coffee / barista‑style consumers |
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Barista performance is a clear category separator. Consumers prepared to pay a small discretionary premium will choose brands demonstrating reliable foam/texture-this drives loyalty within this subgroup despite broader low‑loyalty trends. | Hannah Collins, Paul Bennett, Sophie Hartley, Carys Evans |
| Parents / caregivers |
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Parents prioritise unsweetened products, value for money, and packaging that supports easy portioning and long open life. Functional claims (nutrient fortification such as calcium/B12) resonate as practical benefits rather than virtue signalling. | Natalia Kowalska, Hannah Collins |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Tea stability (no splitting/curdling) | A rapid, observable functional test used across demographics; failure in tea is frequently a dealbreaker and central to perceived product competence. | Hannah Collins, Natalia Kowalska, Paul Bennett, Carys Evans, Sophie Hartley, Marek Kowalski |
| Price per litre and value orientation | Price remains a primary decision axis: many respondents default to own‑brand or promotions unless clear incremental benefit is visible. | Natalia Kowalska, Paul Bennett, Marek Kowalski, Sophie Hartley, Carys Evans, Hannah Collins |
| Short ingredient lists & fortification | Preference for unsweetened products with minimal additives; fortification (calcium/B12) is valued as a practical nutritional signal rather than premium signalling. | Natalia Kowalska, Paul Bennett, Sophie Hartley, Carys Evans |
| Low brand loyalty / switching by use‑case | Most respondents switch brands by context (tea vs coffee vs porridge) and promotions; strong loyalty exists only when performance is consistently superior for a given use case. | Hannah Collins, Paul Bennett, Marek Kowalski, Sophie Hartley |
| Certifications (B Corp / Organic) as tie‑breakers | Ethical badges are positively perceived but rarely sufficient to command a premium; they influence choice mainly when taste and price are equal. | Sophie Hartley, Hannah Collins, Carys Evans, Paul Bennett |
| Packaging recyclability & provenance matter to a motivated subset | Sustainability and provenance influence purchase for consumers who can act on them locally (kerbside recycling) or who seek supply‑chain detail; others view such claims as lower priority. | Carys Evans, Natalia Kowalska, Marek Kowalski |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Environmental / technically minded consumers | Prioritise verifiable sustainability and supply‑chain detail over price or brand storytelling; less swayed by vague ethical badges compared with mainstream shoppers. | Carys Evans |
| Low income, budget‑constrained shoppers vs Coffee / barista‑style consumers | Budget shoppers default to cheapest competent option and dismiss premium storytelling, while barista‑style consumers are willing to pay a modest premium for demonstrable performance (foam/steamability). | Natalia Kowalska, Sophie Hartley, Hannah Collins, Paul Bennett |
| Practical value seekers in non‑premium locales | Operational shopping behaviours (UHT stockpiling, discount‑store loyalty) produce resistance to premium formats and marketing unless a direct, practical benefit is proven-contrasts with middle‑age decision‑makers who will pay for convenience/reliability. | Marek Kowalski, Natalia Kowalska, Carys Evans |
| Parents / caregivers vs Single / occasional consumers | Parents emphasise unsweetened, fortified, and practical packaging for children and family use, while occasional consumers focus more on taste or novelty and may be more receptive to brand storytelling. | Natalia Kowalska, Hannah Collins |
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Recommendations & Next Steps
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Overview
UK shoppers treat dairy-free milks and premium granolas as functional, everyday groceries. They will pay a small premium only when products clearly outperform own-brand in real use: plant milks that never split in hot tea, are unsweetened, fortified and foam well; granolas with visible nuts/seeds, big clusters, and low sugar. B Corp/organic badges are tie-breakers, not drivers. For Claude, the winning play is a performance-first proposition, with transparent proof over slogans, clear use-case segmentation (Tea, Barista, Everyday), and price architecture within accepted premium windows.
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Add a front-of-pack performance lockup | Shoppers decide on tea stability, unsweetened, and fortification first; badges only break ties. Lead with these proof-points to win the shelf scan. | Brand Marketing + Regulatory | Low | High |
| 2 | Introduce a 'Tea Test' promise with brew tips | A no‑split cup is the category deal-breaker. A simple promise plus on-pack QR to pour/temperature tips reduces perceived risk and returns. | CX/QA + Brand | Low | High |
| 3 | Use-case icons: Tea | Barista | Everyday | Consumers already segment by use-case (soy for tea, oat for porridge/coffee). Icons speed choice and nudge trade-up to barista where relevant. | Brand Design | Low | Med |
| 4 | Price and promo guardrails | Willingness-to-pay uplift is ~£0.20–£0.50/l. Lock SRPs/promo depth within this band to protect velocity and trial. | Revenue Management + Sales | Low | High |
| 5 | Granola pack quick-fix: reseal + content callouts | Premium cues are big clusters, real nuts/seeds, and lower sugar. Add a reseal sticker and precise nut/seed % on pack. | Packaging + Brand | Low | Med |
| 6 | Transparency micro‑panel (not a slogan wall) | Scepticism is high. A small panel with UK sourcing, Living Wage, no palm oil, and kerbside recyclability earns trust without preaching. | Sustainability + Brand | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Tea Stability R&D sprint | Formulate for zero split in hot tea while staying unsweetened and min‑additive. Optimize protein/mineral balance and consider a single accepted stabiliser (e.g., phosphate) for barista SKUs. Validate via blinded home-sim tests across black/Builder’s/Chai. | R&D Lead | 8–12 weeks (pilot formulas in 6 weeks; home-sim validation weeks 7–10; lock spec by week 12) | Supplier ingredient options and regulatory review, Sensory + abuse testing protocol, QA complaint tracking baseline |
| 2 | Use-case SKU architecture and naming | Codify a simple range: Soy Tea (tea-stable), Oat Everyday (porridge/cereal), Oat Barista (foam/coffee), plus an Ambient (UHT) option for stock‑up shoppers. Harmonize pack sizes and colorways. | Product + Brand | 6–10 weeks (naming, design updates, sell-in toolkit) | Tea Stability R&D results, Retailer line review windows, Artwork/regulatory approvals |
| 3 | Sustainability proof, not posture | Publish concise, verifiable claims: UK oat sourcing map, Living Wage certification, no palm oil, and a QR to region-specific kerbside recyclability checker. Park B Corp/organic as supportive, not lead claims. | Sustainability Lead | 8–12 weeks | Supplier attestations and audits, Web/QR experience build, Legal sign-off on claims |
| 4 | Packaging upgrade roadmap | Improve clean-pour caps for milks and re-sealable granola pouches. Validate widest possible kerbside recyclability; add clear disposal icons. Run LCA to avoid trade-down on footprint. | Packaging Engineering | 3–6 months (pilot lines by month 4) | Converter trials, LCA assessment, Retailer packaging compliance |
| 5 | Price architecture + promo playbook | Set SRPs within accepted premiums (milk +£0.20–£0.40/l; granola +£0.50–£1/500g). Deploy trials via EDLP guardrails, loyalty points, and barista weekend promos. Track velocity and trade-up. | Revenue Management + Sales | 4–6 weeks to implement across top accounts | Retailer negotiations, Promo calendar alignment, Baseline elasticities |
| 6 | In‑cup proof activation | Own the Tea Test in-store and online: sampling with kettles, cafe partnerships highlighting foam, UGC of ‘no split’ pours, and a satisfaction guarantee for first-time buyers. | Trade Marketing + Growth | 6–12 weeks (rollout across priority regions) | R&D spec locked, POS materials and staff training, Cafe partner agreements |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Tea-split complaint rate | Customer complaints referencing splitting/curdling per 10,000 milk units sold | < 2 per 10,000 within 90 days of reformulation | Monthly |
| 2 | Repeat purchase uplift | Percent of buyers repurchasing within 8 weeks (by SKU) | +5–7pp vs baseline for Tea and Barista SKUs | Monthly |
| 3 | Velocity at premium | Units per store per week vs prior baseline at new SRP | Maintain ≥1.0x velocity with +£0.20–£0.40/l premium | Weekly (top 3 retailers) |
| 4 | Use-case mix | Share of milk revenue from Tea-stable and Barista SKUs | ≥25% Barista, ≥30% Tea-stable within 6 months | Monthly |
| 5 | Granola quality conversion | Share of granola sales from SKUs with ≥25% nuts/seeds and reseal pack | ≥60% premium-mix share by month 6 | Monthly |
| 6 | Kerbside recyclability coverage | Percent of UK households able to recycle our primary packs at kerbside | ≥80% coverage with clear on-pack disposal guidance | Quarterly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Reformulation may compromise taste/mouthfeel or raise COGS. | Limit to single stabiliser where needed; iterate with home‑sim tea tests; stage-gate on tea pass rate and cost per litre. | R&D + Finance |
| 2 | ‘No split’ or ‘Tea Test’ claims could trigger regulatory or expectation risk. | Use qualified language (e.g., ‘Designed for hot tea’) plus satisfaction guarantee; legal review of all claims. | Regulatory + Brand |
| 3 | Greenwashing perception if badges overshadow performance. | Keep badges supportive; lead with performance proof and concise, verifiable sustainability micro‑panel. | Sustainability + Brand |
| 4 | Retailer resistance to SKU changes or price premiums. | Bring velocity-at-premium data, clear role-of-range, and promo plans; pilot in 1–2 banners first. | Sales |
| 5 | Packaging recyclability varies by council leading to backlash. | Choose widely collected materials; add QR for postcode-specific instructions; partner with carton council to expand access. | Packaging + Sustainability |
| 6 | Range complexity confuses shoppers and dilutes facings. | Cap range at three clear roles (Tea, Everyday, Barista); color-code and iconize; retire low-velocity variants. | Product |
Timeline
0–4 weeks:
- Quick wins: front-of-pack proof-points, Tea Test promise, icons, promo guardrails, granola reseal stickers, transparency micro-panel.
5–12 weeks:
- Tea Stability R&D sprint; SKU naming/design; sustainability proof (web/QR).
- Negotiate price/promo playbook with priority retailers.
3–6 months:
- Packaging upgrades in pilot runs; in‑cup sampling and cafe partnerships live; phased retailer rollout of Tea/Barista/Everyday and ambient SKUs.
6–9 months:
- Scale packaging upgrades; optimize pricing by banner; review KPI deltas and retire underperforming variants.
- Quick wins: front-of-pack proof-points, Tea Test promise, icons, promo guardrails, granola reseal stickers, transparency micro-panel.
5–12 weeks:
- Tea Stability R&D sprint; SKU naming/design; sustainability proof (web/QR).
- Negotiate price/promo playbook with priority retailers.
3–6 months:
- Packaging upgrades in pilot runs; in‑cup sampling and cafe partnerships live; phased retailer rollout of Tea/Barista/Everyday and ambient SKUs.
6–9 months:
- Scale packaging upgrades; optimize pricing by banner; review KPI deltas and retire underperforming variants.
Research Study Narrative
Objective and Context
Rude Health Consumer Study set out to understand how UK consumers perceive organic dairy-free alternatives and B Corp brands. Across 18 qualitative interviews, we probed decision drivers for plant milks and premium granolas, and how certifications and “kitchen cupboard ingredients” messaging influence choice.
What We Learned (Cross‑Question)
Consumers treat dairy-free milks and granolas as functional, everyday groceries. Choice is led by real‑use performance and taste, then price/value; ethics and badges act mainly as tie‑breakers.
- Hot drink performance is decisive. The “tea test” dominates: products must not split in hot tea and should deliver creamy mouthfeel; barista oats must foam reliably. Typical sentiment: “Badges don’t make my tea taste better.”
- Price sensitivity is high. Own‑brand is the everyday default; premiums are accepted only when performance clearly exceeds cheaper options. Typical willingness to pay: +£0.20–£0.50/l for milk; +£0.50–£1/500g for granola, with a minority stretching milk to ~£2.20–£2.50/l if outstanding.
- Ingredients are hygiene factors. Unsweetened, short ingredient lists and fortification (e.g., calcium) secure repeat only when performance and price already align; “kitchen cupboard ingredients” appeals but is treated as marketing unless the formulation and in‑cup behaviour prove it.
- Low loyalty and use‑case switching. Shoppers swap by context (soy for tea, oat for porridge/coffee) and promotions. Branded roles are clear: Oatly as premium/foam; Alpro as reliable workhorse; supermarket brands for value; Rude Health perceived premium but vulnerable to tone/reputation headwinds.
- Granola premium cues. Visible nuts/seeds, large toasted clusters, sustained crunch in yoghurt and low sugar; resealable packaging and clear nut/seed percentages build trust.
- Sustainability matters as proof, not posture. Verifiable actions (kerbside recyclability, UK sourcing, Living Wage, no palm oil, footprint numbers) can break ties; vague badges or “check local facilities” undercut trust.
Personas and Correlations
- Budget‑constrained value seekers: Own‑brand default, track price per litre; certifications don’t justify premiums unless price parity.
- Middle‑age household decision‑makers: Pay modest premiums for reliability in tea/porridge and convenience (long shelf life, easy‑pour caps).
- Environmental/technical shoppers: Demand concrete sustainability evidence; respond to actionable proof over logos.
- Discount‑store loyalists (Aldi/Lidl): Stockpile UHT; resistant to premiums unless a direct in‑cup benefit is proven.
- Barista‑style coffee users: Will trade up for superior foam/texture; this is the most loyalty‑prone subgroup.
- Parents/caregivers: Prioritise unsweetened, fortified options and practical packaging for family use.
Implications and Recommendations
- Lead with performance proof. Front‑of‑pack lockup: “Tea‑stable, Unsweetened, Calcium‑fortified.” Add a “Tea Test” promise and brew tips to reduce risk.
- Architect by use‑case. Clearly signal Tea | Barista | Everyday on pack; consider Soy Tea, Oat Everyday, Oat Barista, plus Ambient (UHT) for stock‑up shoppers.
- Hold price within accepted premiums. Guardrails: milk +£0.20–£0.40/l; granola +£0.50–£1/500g; support with EDLP guardrails, tactical promos/loyalty points.
- Upgrade packaging for practicality. Clean‑pour caps; resealable granola; widely kerbside‑recyclable materials with clear disposal icons.
- Publish sustainability micro‑proof. UK sourcing map, Living Wage, no palm oil, footprint data; keep B Corp/organic supportive, not lead.
Risks: Reformulation may impact taste/COGS; “no‑split” claims carry regulatory/expectation risk; over‑indexing on badges risks greenwashing; retailer pushback on price/SKU changes; recyclability varies by council.
Next Steps and Measurement
- 0–4 weeks: Add performance lockup and use‑case icons; launch “Tea Test” guidance; set promo guardrails; add granola reseal stickers and nut/seed % callouts.
- 5–12 weeks: Run Tea Stability R&D sprint (zero‑split target while unsweetened); define Tea/Barista/Everyday/UHT range and artwork; publish sustainability micro‑proof with QR.
- 3–6 months: Pilot packaging upgrades; negotiate price/promo playbook with top retailers; phase in use‑case SKUs and café/barista partnerships.
- KPIs: Tea‑split complaint rate < 2 per 10,000 units (90 days post‑reformulation); Repeat purchase +5–7pp within 8 weeks for Tea/Barista; Velocity at premium ≥1.0x baseline; Use‑case mix ≥25% Barista and ≥30% Tea within 6 months; Granola premium‑mix (≥25% nuts/seeds + reseal) ≥60% by month 6.
Recommended Follow-up Questions
Updated Jan 21, 2026
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How often do you use plant-based milk in each of the following occasions: tea, coffee, cereal, porridge, smoothies, cooking (savory), baking (sweet), with granola and yoghurt?matrix Sizes priority occasions to target performance claims, recipes, and merchandising; informs where a ‘Tea Test’ or barista message will have most commercial impact.
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What is the maximum price you would be willing to pay per 1 litre for each option: supermarket own‑brand standard, branded standard, branded barista, organic?matrix Quantifies price ladders and acceptable premiums to guide pricing, promo depth, and pack architecture decisions across tiers.
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Which on‑pack claims would most and least influence you to choose a plant-based milk? (Consider: doesn’t split in tea, foams well for coffee, creamy texture, unsweetened, short ingredient list, added calcium, no added oils, organic, B Corp certified, UK‑grown oats/ingredients, kerbside recyclable packaging, carbon footprint on pack.)maxdiff Prioritises the few claims that move choice, enabling focused front‑of‑pack messaging and claim substantiation.
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Please rate each brand on the following attributes: taste, performance in tea, foaming for coffee, value for money, natural/simple ingredients, ethical/responsible, brand trust. Brands: Rude Health, Oatly, Alpro, supermarket own‑brand.matrix Maps brand attribute gaps and advantages to inform positioning, comms, and product improvement priorities.
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When choosing granola, which features are most and least important to you? (Consider: large crunchy clusters, visible nuts/seeds, low sugar, high fibre, high protein, organic, B Corp certified brand, no palm oil, gluten‑free, resealable packaging, UK‑grown grains, good value for money.)maxdiff Identifies the granola attributes that truly drive choice to focus recipe, sourcing, and packaging investments.
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If two 1L plant-based milks are identical in taste and performance, what is the maximum additional amount you would pay for the one with B Corp certification? (Enter £ per 1L, or 0 if none.)numeric Quantifies the standalone price premium attributable to B Corp to inform pricing and certification ROI.
Randomise item order within MaxDiff lists and matrix rows. Use a consistent 5- or 7‑point scale in matrices. Capture ‘not applicable’ for unused occasions.
Study Overview
Updated Jan 21, 2026
Research question: Understand how UK consumers perceive organic dairy-free alternatives and B Corp brands-how they choose between Rude Health, Oatly, Alpro and own-brand, whether B Corp/organic and “kitchen‑cupboard ingredients” matter, and what drives willingness to pay for premium milk or granola (taste vs ethics).
Research group: N=6 UK grocery shoppers (ages 33–55) across London/Liverpool/Birmingham, a pragmatic, value‑oriented mix of administrative/accounting, environmental engineering and volunteer roles, including parents and discount‑store loyalists. What they said: Dairy‑free milks are treated as functional commodities; choices are led by performance in hot drinks (must not split in tea; must foam for coffee) then price/value, with supermarket own‑brand as the default and Oatly/Rude Health/Alpro perceived as barista/premium/workhorse respectively.
Main insights: Unsweetened, short ingredient lists and fortification are hygiene factors; B Corp/organic and “kitchen‑cupboard ingredients” act as tie‑breakers only when taste, tea stability and price are equal, and brand tone/reputation can sway decisions.
Willingness to pay is modest (~£0.20–£0.50/l for milk; ~£0.50–£1 per 500g granola, minority up to £2.20–£2.50/l), with trust reinforced by clean‑pour, kerbside‑recyclable packs and UK sourcing; for granola, visible nuts/seeds, big clusters and low sugar signal value. Takeaways: Lead with a performance‑first proposition-prove “designed for hot tea” stability and barista foam while staying unsweetened and fortified-and codify use‑case SKUs (Tea, Everyday, Barista, plus UHT) priced within accepted premiums.
De‑emphasize badges; instead, provide concise, verifiable sustainability (kerbside recyclability, UK oats, Living Wage, no palm oil), upgrade packaging (clean‑pour caps, resealable granola), and drive trial with offers/loyalty and in‑cup sampling to win low‑loyalty, price‑sensitive shoppers.
Research group: N=6 UK grocery shoppers (ages 33–55) across London/Liverpool/Birmingham, a pragmatic, value‑oriented mix of administrative/accounting, environmental engineering and volunteer roles, including parents and discount‑store loyalists. What they said: Dairy‑free milks are treated as functional commodities; choices are led by performance in hot drinks (must not split in tea; must foam for coffee) then price/value, with supermarket own‑brand as the default and Oatly/Rude Health/Alpro perceived as barista/premium/workhorse respectively.
Main insights: Unsweetened, short ingredient lists and fortification are hygiene factors; B Corp/organic and “kitchen‑cupboard ingredients” act as tie‑breakers only when taste, tea stability and price are equal, and brand tone/reputation can sway decisions.
Willingness to pay is modest (~£0.20–£0.50/l for milk; ~£0.50–£1 per 500g granola, minority up to £2.20–£2.50/l), with trust reinforced by clean‑pour, kerbside‑recyclable packs and UK sourcing; for granola, visible nuts/seeds, big clusters and low sugar signal value. Takeaways: Lead with a performance‑first proposition-prove “designed for hot tea” stability and barista foam while staying unsweetened and fortified-and codify use‑case SKUs (Tea, Everyday, Barista, plus UHT) priced within accepted premiums.
De‑emphasize badges; instead, provide concise, verifiable sustainability (kerbside recyclability, UK oats, Living Wage, no palm oil), upgrade packaging (clean‑pour caps, resealable granola), and drive trial with offers/loyalty and in‑cup sampling to win low‑loyalty, price‑sensitive shoppers.
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