Consumer Expectations for Cream Cheese: A Category Appraisal Study in the United Kingdom with Dairy and Plant-Based Variants in Various Flavours.

The purpose of the present research was to deliver new knowledge of consumer expectations for plant-based (PB) alternatives to cream cheese (PBCCA) by conducting a category appraisal study. Around 1100 consumers from the United Kingdom (UK) who followed omnivore and flexitarian diets participated in an online survey. They evaluated 13 written stimuli presented as product names encompassing dairy cream cheese and PBCCAs in different flavours (original/natural, garlic/herb, salmon, strawberry, chocolate) and different product formulations (low-fat, lactose-free). A multi-response approach was used that obtained sensory, emotional, conceptual, and versatility product evaluations. The research findings, which matched predictions, showed: (1) negative product expectations for PBCCAs replicated across flavour variants, providing evidence of a systematic PB effect relative to cream cheese; (2) sensory and non-sensory drivers of expected product liking resembled those established for the cream cheese category with actual product experience; (3) sensory and non-sensory drivers of expected product versatility strongly resembled those of expected product liking; (4) groups of consumers existed with different preferences, including flavour and product type preferences (dairy, PBCCA); and (5) negative product expectations for PBCCAs translated to a stated behavioural preference for cream cheese over PBCCA, and dairy-based samples were chosen over their PB counterparts regardless of flavour. The category appraisal approach confirmed the systematic negative appeal of PBCCAs relative to their dairy counterparts. This was in line with findings from past research on other PB alternative foods and invites a rethinking of the appeal of this class of products to participants in this research, who represent a large segment of UK consumers.