Eureka! Institutional Repository

Cow milk has for centuries been the most widespread milk consumed globally. But in recent years it has raised concerns among the population who is most suspicious of their health, as studies have shown that some of their components are associated with harmful health effects. The result is the emergence of alternative non-dairy milk which, unlike cow's milk, promotes the improvement of the health of the human organism. This study examines the consumer’s views on cows and non-dairy milks and gives an overview in the literature. A synchronous quantitative survey was carried out using the convenient sampling method chosen for persons known to the investigator. The sample consisted of 332 people, 36.9% men and 63.1% women, 1.5% less than 20 years, 60.1% between 21 and 30 years, 18.7% between 31 and 40 years, 14.2% between 41-50 years and 5.4% between 51-60 years. The questionnaire consisted of 26 questions, of which 10 concerned demographic data and 16 concerned consumers’ preferences in cow's milk over alternative non-dairy milk. As a result, most participants consume milk based on what their family consumes and said that the most weight they attach to the nutritional value of milk while considering it nutritious and beneficial to the body. Most participants said that they drink animal milk every day, but as most participants agree on the existence of vegetable milk and want to be informed about vegetable milk. They do not think they have sufficient information on the subject, yet 64.65% have tried some type of vegetable milk. Most do not know whether vegetable milk is nutritionally superior to cows, while the family situation of the participants affects the market factors for milk, where for married people the price of milk is an important factor for their market.