Beyond Taste: Unpacking Consumer Perceptions of Plant-Based Cheese Alternatives in Uruguay Through Sensory, Information, and Expectation Analysis.

Plant-based cheese alternatives (PBCAs) are considered sustainable substitutes for dairy-based cheese (DB); however, their consumer acceptance remains limited, particularly in dairy-dominant cultural contexts such as Uruguay, where specific consumer insights are scarce. This study investigated the influence of sensory experience, product information, and conceptual expectations on consumer perceptions of commercially available mozzarella-style PBCAs in Uruguay. Three sessions were conducted: blind and informed tastings (n = 110) and an expectation survey with a separate participant group (n = 236). Liking, purchase intention, and conceptual associations were evaluated using hedonic scales, CATA questions, and cluster analyses. Dairy-based cheese consistently achieved the highest liking and purchase intention scores. Positive sensory drivers for acceptance included a smooth mouthfeel, creaminess, and shiny appearance, whereas artificial flavors and strong aftertastes reduced acceptance. One PBCA showed an acceptable texture but lacked flavor. Crucially, providing product information did not enhance PBCA acceptance, underscoring the importance of sensory experiences. Cluster analysis revealed two consumer segments: "high purchase intention group" (n = 176), who are younger, and associate PBCAs with sustainability and health; and "low purchase intention group" (n = 60), who were older and perceived PBCAs as artificial and unappealing. PBCAs hold potential among sustainability-oriented consumers, but improving flavor authenticity and sensory quality is crucial. Addressing these sensory barriers and strategically positioning products around health and environmental benefits are crucial for broadening overall acceptance and facilitating sustainable dietary shifts in the population.