Example Research: Perceptions of Alternative Milks
We wanted to understand how consumers perceive alternative milks, so we ran an synthetic market research study to test perceptions, responses to products, and what could be improvedLike a lot of people I've flirted with alternative milks - it just sits better with me and feels less heavy than dairy. Oat milk also makes my coffee taste and foam nicer, which is honestly how this started. It’s convenient too since it lasts longer in the fridge, and I like that it can be a slightly lower-impact choice without me having to overthink it.
The alternative milk market is growing rapidly, and there are a lot of up-and-coming brands, along with well-established products and offerings.
I wanted to show a clear example of how we can use synthetic market research to understand a problem that more people will have encountered - "how to stand out in a busy field" - here's an example of how we can do synthetic market research on alternative milk products
Audience - choosing synthetic personas
I wanted to get a pretty board range of perspectives, so I selected 10 synthetic personas from Ditto's "Canada v3" model (they're all SPL 5 level personas) that confirmed that they have tried or used alternative milks in the past:
First Question - Use of Alternative Milks
I wanted to get a clear idea of how the participants have used alternative milks in the past, so I asked them "Have you ever tried non-dairy milk alternatives? Briefly explain in 1–2 sentences why you did or did not try them?".
The results were clear and interesting - they all used alternative milks for a variety of different reasons - some of the most interesting reasons given included:
"I keep oat milk around because it tastes fine in an AeroPress, has a smaller footprint than dairy, and the shelf-stable cartons are convenient out here" - Olivier Martin
"I’ve tried oat and almond milk for smoothies and baking because they fit our plant-forward meals and they keep well" - Maureen Campbell
"Dairy sits heavy for me and the shelf-stable cartons are handy" - Evelyn Cheng
Second Question - Impressions of Alternative Milks
For the second question I wanted to get a feel for general impressions of alternative milks, so I asked the participants "Give one word that best describes your impression of non-dairy alternative milks?". The results were a bit "meh"...
Third Question - Alternative Milk Aisle
One of the biggest challenges for CPG brands is making their product stand out on the shelves when they're in a category that is busy and full of competitors.
To test this practically, I took some photos of the alternative milks aisle in my local grocery store, and asked the participants what their initial impressions were:
The results were relatively unsurprising - comments about wide range of varieties, SKU bloat, and overwhelming amount of options:
"The choices are overwhelming, but it’s convenient to see so many in one place. The range of brands and formulations is impressive." - Evelyn Cheng
"Just a wall of brands and flavors all yelling at me. The loud, flashy packaging makes me think they’re trying to distract from what’s actually inside." - Owen Clarke
"That aisle is pure SKU bloat... labels trying to justify premium pricing while delivering weak protein." - Sophie Moreau
"Looks like there are a lot of options now. It’s a bit overwhelming, but also practical, I guess." - Maureen Campbell
Fourth Question - Specific Alternative Milk Brands
For the fourth question I asked the synthetic personas what they thought about specific alternative milk brands - specifically, Vita-Coco, Greenhouse Almond, Almond Breeze, and Malk:
