SENSORY PREFERENCES AND WILLINGNESS TO PAY FOR ALMOND MILK WITH PEA PROTEIN PRODUCTS, AND COMPARED THE SENSORY PROPERTIES AND BENEFITS AMONG MILK CONSUMERS

Abstract

Plant-based milk alternatives (PBMAs) have gained consumer interest, but sensory characteristics and nutritional value remain important for acceptance. This study investigated consumer responses to an almond milk beverage fortified with pea protein, formulated to contain more protein and calcium than cow’s milk and 0 grams of sugar, and examined the effects of nutritional information disclosure. Prototype formulas were evaluated against cow’s milk using a 9-point Hedonic Scale and a 5-point Just-About-Right (JAR) scale. Initial testing of Formula 1 with 31 panelists showed lower liking scores than cow’s milk, with excessive viscosity and sweetness, leading to the development of Formula 2. Testing with 130 regular milk consumers revealed that cow’s milk received significantly higher scores across all attributes than Formula 2 (*p* < 0.05), with overall liking scores of 8.05±1.12 and 6.78±1.88, respectively. JAR results indicated that viscosity and sweetness required further adjustment. Nutritional information disclosure did not significantly affect liking scores (*p* ≥ 0.05); however, the proportion willing to pay at least 21 Thai baht per 180 ml increased from 40.00% to 49.23%. In a comparison involving 50 panelists, Formula 2 outperformed a commercial high-protein almond milk product across all attributes (*p* < 0.05), achieving overall liking scores of 7.70±1.13 versus 5.72±1.97, with 92% preferring the prototype. Although Formula 2 remained less acceptable than cow’s milk, it showed competitive potential against commercial high-protein almond milk. Further development should optimize sweetness, viscosity, and creaminess and investigate how nutritional information influences perceived value, purchase intention, and willingness to pay among different consumer groups.

Keywords: Plant-Based Milk Alternatives, Sensory Evaluation, Nutritional Information, Willingness to Pay