Knowledge Voucher: behavioural insights for plant-based dairy in supermarkets
- Mar 24
- 2 min read
More and more consumers want to eat more plant-based foods, yet traditional cow’s milk still often ends up in the shopping basket. Farm Dairy, a major private label dairy producer, wanted to understand why, and what could be done to change that. Through a Food Pioneers knowledge voucher, they commissioned research into how plant-based dairy can be presented in a way that helps flexitarian shoppers choose it more often.
A sustainability ambition turned into a research question
Farm Dairy sees the protein transition as an opportunity to make its product range more sustainable step by step. Plant-based alternatives are part of that journey, but in the crowded dairy aisle they compete for attention, recognition and trust. That led to the central research question:
Which factors influence Dutch consumers’ acceptance of plant-based dairy alternatives, and how can these insights support more effective positioning in the supermarket dairy aisle?
In other words: what is happening in the consumer’s mind at the moment they make a decision in the supermarket? Which conscious and unconscious factors shape the choice for plant-based dairy, and how can producers and retailers respond to that in an effective way?
Research through a knowledge voucher
With support from a Food Pioneers knowledge voucher, we set up a practical, behaviour-focused study among flexitarian consumers aged 30 to 60. The goal was to get as close as possible to the reality of everyday supermarket shopping.
Our researchers began by reviewing existing literature on food psychology and supermarket behaviour. This helped identify the mechanisms that influence decision-making in a busy aisle filled with similar products. Those insights then informed the next stage: a creative consumer context mapping session.
During these sessions, participants shared their routines around dairy and plant-based alternatives step by step. They showed how choices are made in real life: which products stand out, which signals create trust, how previous experiences shape behaviour, and what it takes for a new choice to become part of everyday habits.
By combining stories, associations and real-life situations, the research created a rich picture of the actual decision-making moment in the supermarket.
Turning research into action in the dairy aisle
The findings were brought together in a strategic report with practical recommendations for Farm Dairy and its retail partners. The research shows which factors can help make plant-based dairy a more attractive and natural choice in the dairy aisle, including:
Positioning: the role plant-based dairy should play within the wider dairy category
Packaging: which signals build trust and make the choice easier
Shelf presentation: how plant-based options can be placed in a way that feels both logical and appealing
Interested in using a knowledge voucher too?
Are you working on a sustainable food innovation and do you have an idea you want to develop further, but lack the knowledge or budget to move forward? Food Pioneers knowledge vouchers support organisations with research, guidance and training, tailored to their specific question and context.
