Milk and analogous drink: Which protein beverage is the most cost-effective for Brazilian consumers?

Abstract

Milk is recognized as one of the most widely consumed foods in Brazil; however, the emergence of plant-based drinks focusing to replace it is notable. Studies suggest that the choice of such beverages is influenced by various factors, such as new consumptions trends and dietary restrictions, but with approximately 75% of the Brazilians located below class B, price emerges as the most relevant factor during purchase. Given this scenario, a field survey was conducted in May and November 2023, gathering 279 quotations for different types of milk and plant-based drinks, aiming to identify which protein beverage is the most attainable to Brazilian consumers. The results of the descriptive analysis indicated that, despite individual preferences, milk is the most economically advantageous, costing on average 107% less than plant-based options. Zero lactose and A2 variant of milk stood out as better alternatives for those with restrictions for milk  consumption while soya drink was the most attractive when keeping a preference for vegetable sources of protein. The study encourages the search for new strategies in the food industry to offer more competitively priced products, especially for the plant-based market.