Perception, knowledge, and insights on the Brazilian consumers about nut beverages

Figures & data

Table 1. Main socioeconomic results of the respondents.

	Percentage (%)
	Total participants (n = 300)	G1 (n = 128)	G2 (n = 172)
Gender
Female	71.7	78.1	66.9
Male	28.3	21.9	33.1
X^2 = 4.586; p = .0322
Age
18–25	18.0	19.5	16.9
26–36	3.7	32.8	29.1
37–47	18.3	22.7	15.1
48–58	12.0	12.5	12.2
59 or more	32.0	12.5	26.8
X^2 = 10.11; p = .0386
Income status*
A	11.3	14.1	9.3
B1	22.0	25.8	19.2
B2	34.3	29.7	37.8
C1	21.7	7.8	9.3
C2	8.7	21.9	21.5
D/E	2.0	0.8	2.9
X^2 = 6.172; p = .2898
Education
Elementary school**	4.3	3.2	5.2
High school	35.3	33.6	36.6
Undergraduate or higher degree	6.3	63.3	58.1
X^2 = 1.265 p = .5313
Eating Habit
Omnivore	91.0	83.6	96.5
Vegetarian or vegan	9.0	16.4	3.5
X^2 = 14.95; p = .0001

Subtitle: G1= people who had tasted or regularly drink nut beverages; G2= people who had never tasted nut beverages. Values expressed in percentage (%) were evaluated by the Chi-square test. *Income categorization according to ABEP. ** Defined as through 9^th grade

Table 2. Summary of pairwise comparisons for factor (Tukey, HSD) about relevant attributes for purchase intention of all respondents.

Categories	Relevance
Taste/flavor	4.47^a ± ±0.98
Price	4.46^a ± 0.96
Health benefits	4.40^a ± 0.98
Availability/access	4.00^b ± 1.1
Functional claim	3.95^b ± 1.16
Appearance	3.84^b ±  1.2
Packaging	3.49^c ± 1.2
Organic	3.41^c ± 1.26
Brand	2.99^d ± 1.18
Lactose-free	2.94^d ± 1.48
Vegan	2.73^d ± 1.35

Results are expressed as mean ±  standard deviation on a 5-point scale where 1- not at all important; 3-indifferent; 5- very important. Subscript letters differ from each other in the same column with p < .05 (ANOVA followed by Tukey posttest).

Figure 1. Results of comparisons between beverages when asked about nutritional superiority, the healthiest, and the most sustainable.

Subtitle: SB: soy beverage, NB: nut beverage, CM: cow’s milk. a: Results expressed as mean ± standard deviation on a 5-point scale where 1-much worse; 3-neither better nor worse; 5-much better. Letters differ significantly (p < .05) among drinks from the same group of respondents. b: Results expressed as mean ± standard deviation on a 5-point scale where 1-not healthy; 3-neither healthy nor harmful to health; 5-very healthy. Letters differ significantly (p < .05) among drinks from the same group of respondents. c: Results expressed as mean ± standard deviation on a 5-point scale where 1-not sustainable; 3-indifferent; 5-very sustainable. Letters differ significantly (p < .05) among drinks from the same group of respondents.

Table 3. Percentage of respondents for each of the dimensions and categories identified in the word association test.

Dimension	Category	Examples	Total (n=300)	G1 (n=128)	G2 (n=172)
Consumption and sustainability			39.33	42.18	37.20
	Consumption Sustainability and environment Veganism, vegetarianism, and dietary style	Consumption; breakfast; Christmas Sustainable; natural; ecological Vegan; cruelty free; vegetarianism	13.33 9.33 16.66	10.15^b 12.50^a 19.53	15.70^a 6.98^b 14.53
Food and beverages			32.33	31.25	33.14
	Dairy products Ingredients and foods	Yogurt; milk; dairy beverage Juice; liquor; sugar	12.00 20.33	14.06 17.18	10.46 22.67
Health and wellness			49.33	52.34	47.10
	Lactose intolerance and cow’s milk protein allergy Healthy Health	Lactose intolerance; lactose-free; milk protein allergy Health; healthy product Health, quality of life; neurological health	11.33 28.00 10.00	11.72 32.81 7.81^b	11.04 24.42 11.62^a
Innovation and food technology			42.33	39.84	44.18
	Innovation Interest and curiosity Food technology	Innovative; new; future; revolutionary Interesting; I want to try; I am curious Cold pressing; Tetra Pak use; manufacturing process	20.66 15.33 6.33	21.10 10.94 7.81	20.35 18.60 5.23
Negative characteristics			46.00	43.75	47.67
	High cost Negative hedonic associations Negative characteristics	Very expensive; high price; luxury product I don’t like it; I wouldn’t drink it; It is not good Strange; unnecessary; not available all year	24.33 9.33 12.33	25.00 8.60 10.15^b	23.84 9.88 13.95^a
Nutritional aspects			36.33	32.81	38.95
	Nutritional aspects Greasy/oily	High calories; nutritious; vitamin; fiber; energy Fatty; oily; greasy	29.33 7.00	26.56 6.25^b	31.40 7.55^a
Nuts and other plant-based foods and beverages			32.00	29.68	33.72
	Plant-based beverages Nuts, legumes, and cereals Alternative substitutes for animal milk	Vegetable beverage; nut milk; vegetable milk Peanut; nut; oat; soy Alternative; milk substitute	10.66 14.66 6.66	10.15 14.84 4.70	11.04 14.53 8.14
Positive characteristics			52.66	56.25	50.00
	Positive characteristics Positive hedonic associations	It’s good for the body; strong; effective; medicinal Delicious, tasty, and great	14.33 38.33	10.94^b 45.31^a	16.86^a 33.14^b
Sensory aspects			65.00	64.06	65.70
	Color/Appearance Flavor and taste Oral texture and perception	Beige; milky; brown; cream Sweetened; watered down; sweet; flavorful Creamy; greasy; light; consistent	14.33 32.66 18.00	15.63^b 32.03 16.40	13.37^a 33.14 19.20
Others			36.00	34.37	37.20
	Doubt and lack of knowledge Others	It is good; I never tried; I don’t know No; nothing	22.66 13.33	19.53^b 14.84	25.00^a 12.20

Subtitle: G1= people who had tasted or were regularly drinking nut beverages; G2= people who had never tasted nut beverages. Superscript letters indicate significant differences between the groups for each category (Chi-square per cell test; p < .05)

Figure 2. Word clouds from the most cited categories in the word association task of each consumer group.

Subtitle: G1= people who had tasted or were drinkers of nut beverages. G2= people who had never tasted a nut beverage.