Consumers Warming Up To Taste Of Aseptic Milk

Survey indicates consumer acceptance and purchase intent for aseptic milk represents major market opportunity among pasteurized skim milk drinkers

Vernon Hills, IL - A recent consumer study on plain white milk preferences by Food Perspectives, Inc. shows high levels of preference and purchase intent for aseptic milk as compared to pasteurized milk. Sponsored by Tetra Pak, the test aimed to disprove existing dairy industry perceptions that consumers would react negatively to the taste profile of aseptic product. In contrast to these perceptions, aseptic milk scored relatively well throughout the study. Steam-injected aseptic skim milk represented the biggest opportunity as it demonstrated several benefits over the pasteurized equivalent, including a thicker, smoother consistency and a 45.1% intent to purchase.

Methodology
The research consisted of a monadic sequential, blind taste test in Minneapolis, Minnesota, in the dairy heartland of the U.S. The test subjects were regular, exclusive consumers of pasteurized milk and included 243 adult females and 237 children ages 12 to 17. Tested products were 2%, 1% and skim milk in both pasteurized and aseptic versions. The study focused on testing three variables: liking, taste, and consistency.

Results
In the absence of normative data to set a benchmark for product acceptance, it was determined prior to the test that any rating from 5 to 7 on a 9-point scale would be considered "acceptable" as it lands in the top half of the ratings but below the strong liking range. Steam-injected aseptic and pasteurized milk both scored in the acceptable range in terms of "liking." Aseptic scored from 5.4 to 6.0. Pasteurized scored 6.4 to 6.6, meaning all aseptic and pasteurized milk scored in the pre-determined "acceptable" range. Pasteurized and aseptic milk were most closely rated in the skim category, where there was no significant difference in the scores between the two skim milks.

Purchase intent for aseptic milk scored close to that for pasteurized. 45.1% of those surveyed stated an intent to purchase the aseptic steam skim milk based on product, versus 51.6% for pasteurized skim milk.

Lower fat content aseptic products scored particularly well. 35.7% of skim milk consumers stated a preference for the aseptic product. The study indicates that consumers' perceived higher levels of smoothness and thickness in aseptic milk led to increased liking and preference scores, particularly with aseptic skim product. Tetra Pak believes this to be of particular relevance to brand owners as fat free milk continues to gain market share, from 6% in 1984 to 16% in 2004.

"It is encouraging and rather telling that aseptic skim milk was rated so highly by the tested consumers," said Jeff Kellar, vice president of strategic business development for Tetra Pak. "Consumers who switch to skim milk from a higher fat content product may long for a creamier, thicker milk and through processing, aseptic milk seems to maintain some of those characteristics in a lower fat milk. We believe this represents a strong market opportunity for aseptic milk."

Market opportunity
While pasteurized milk was rated higher than aseptic milk, Tetra Pak points to several encouraging findings which classify the study as a success for its aseptic milk program. By taking a look at the overall study results, it is found that 38% of those surveyed stated a preference for aseptic milk. Extrapolating these findings to the U.S. market, that 38% represents 2.2 billion gallons or $12.5 billion of the 5.7 billion gallon of the domestic milk market.

"The opportunity exists for aseptic milk to gain market share in the near future," said Don Josefchuk, manager, strategic business development for Tetra Pak. "Consumer acceptance will need to be fostered, but this study has demonstrated that consumers are comfortable with the taste and consistency of aseptic milk and in some cases actually prefer it."

The aseptic milk tested is the same milk consumers have been drinking in the U.S. for years. The milk comes from the same cows and the same dairies as pasteurized milk. The only difference is in the processing and packaging. Ultra high temperature processing makes it shelf stable and Tetra Pak's patented six-layer package protects the milk, keeping it all natural and sterile, without preservatives.

Tetra Pak is currently working with several brand owners on creating and identifying marketplace opportunities and developing winning product concepts. In fact, Tetra Pak is involved with its customers all the way from product formulation through the strategic marketing initiatives used to promote aseptic products to consumers.

SOURCE: Tetra Pak