As part of a research on substitutions between plant-based and animal-based food products, we study consumer adoption of soy yoghurt. We first show that after 30 years of existence, so yoghurt represents only 2% of the global yoghurt market. This small market share can be partly explained by prices that are still higher than the prices of cow milk yogurts. This market is still dominated by national brands, particularly because of their large number of varieties (aromas). It can also be explained by a low adoption of soy yogurts by consumers. Indeed, in one year, less than 1% of households buy only soy yogurt while almost 90% of households do not consume soy yogurt at all. In addition, most households that buy soy yogurts also buy yogurt made with cow milk. The probability of adoption of so products is higher for urban households. Conversely, the existence of children in the household significantly decreases the probability of purchase. Income level plays a role even if its impact remains relatively low.
Zohra Bouamra-Mechemache, Vincent Réquillart, and Laurent Sirugue, “Adoption par les consommateurs de produits innovants : le cas des « yaourts » au soja”, Innovations Agronomiques, vol. 74, 2019, pp. 193–202.