Samenvatting

The cow’s milk consumption is declining in the Netherlands, whereas dietary trends showed a growing demand for plant-based milk. Due to the rise of conscious consumerism, plant-based milk products became more attractive towards the millennials. Research was needed to indicate values for fresh cow’s milk and plantbased milk in order to indicate if there are any significant relations detected. With positive significant relations between the milk values, marketing companies would berecommended to use this information while developing marketing strategies. The main question for this research was; “Which characteristics in fresh cow’s milk and plantbased milk are most valued by millennials living in Leusden, the Netherlands?”. With expected outcomes such as the non-existing relation to ‘brand” in both milk products. Millennials are proven to be less brand loyal compared other generations. Also, the a significant relationship for the value “environmental concerns” was expected to have a positive relation. This is due to the rise in conscious consumerism dietary trends for millennials. An online survey was created to reach the limited target group of millennials (born between 1980 and 2000) and xennials (born between 1977 and 1985) living in Leusden. The questionnaire was presented on social media platforms, including questions about the consumers’ fresh cow’s milk and plant-based milk consumption values. As for the xennials, this generation is not well known and overlapping the millennial generation. Results were addressed towards millennials. The results were tested with a Chi2- test to see if any significant statistical relationships between the values in fresh cow’s milk and plant-based milk were detected by four categorized consumer groups. The four consumer groups were; “fresh cow’s milk consumers”, “plant-based milk consumers”, “both fresh cow’s milk and plant-based milkconsumers”, and “non-milk consumers”. The values in fresh cow’s milk are analyzed and in contrary to the expected outcomes, no significant relations were detected, so all 4 groups gave similar responses to how they value the different milk characteristics. Also for plant-based milk, no significant relations were detected between groups and values so all groups responded similarly. A near significant (P<0.10) relationship between groups and values was observed for “price” when the respondents valued plant-based milk. The strict plant-based milkconsumers were less concerned about price. As recommendations towards the milk marketing business, it is important to differentiate themselves in order to gain loyal consumers. Millennials tend to gain their information through online resources, this is an opportunity for brands to raise awareness through social media platforms. With a value in plant-based milk which was almost found to be significant in this research for “price” it is important that with a target group as millennials companies make sure to consider this particular value. The questionnaire was aimed at the inhabitants of the municipality of the village Leusden, and it would be interesting to include respondents from more urban / city areas gain more insight in their perspectives to milk consumption as well.