For many coffee lovers, choosing milk for their coffee shop order often involves navigating an ever-growing list of options, each with different expectations regarding taste, digestibility, cost, and more.
new research in Dairy Science JournalA more detailed study is available, published by Elsevier. how Consumers make these decisions while investigating whether they choose dairy or plant-based milk in their coffee and how the availability of lactose-free dairy products influences those preferences.
The results reveal a potentially underserved group of consumers in the coffee shop market who may prefer lactose-free milk in their drink orders and would visit coffee shops more if it were available.
Previous research has shown that 77% of coffee drinkers prefer milk or creamer with their coffee, and while there has been a lot of research into consumer preferences for dairy and plant-based milks, we were interested in what drives the choice of milk in the specific context of a coffee shop. ”
Uyen Thuy Xuan Phan, Ph.D., study co-lead author, Chapman University Schmidt School of Science and Technology
The study, conducted by a team at Chapman University, combined qualitative interviews with 300 adult coffee drinkers and coffee shop owners in California and a quantitative online survey. Participants were divided evenly by gender and categorized as either primarily drinking dairy products, primarily drinking plant-based milk alternatives, or flexitarians (mainly plant-based foods with occasional animal products). The goal was to identify the most influential factors behind the choice of milk in coffee, investigate the familiarity and perception of lactose-free milk, and understand whether to offer it or not. lactose free milk This may influence respondents’ coffee shop visits.
Across all consumer groups, taste, texture, health and nutrition emerged as the most influential factors in choosing coffee milk, followed closely by convenience. These drivers consistently outweighed considerations such as cost, sustainability, and fashionability. Although the relative importance of secondary factors varied by consumer type, it was clear that sensory quality and perceived health status played a central role, regardless of whether participants were consuming primarily milk, plant-based alternatives, or both.
The study found that primarily milk drinkers and flexitarians place a high value on taste, texture, familiarity, and convenience and share similar decision-making patterns. In contrast, those who drank primarily plant-based milk alternatives placed relatively less emphasis on sensory attributes and more on animal welfare and sustainability.
“Taken together, these findings highlight that food decisions are rarely one-dimensional,” said co-lead author Dr. Anuradha Prakash of Chapman University’s Schmidt School of Science and Technology in Orange, California. “Rather, they are shaped by a range of factors spanning health, ethics, preferences, and lifestyle.”
Lactose-free milk held a unique position across consumer groups. Flexitarians and those who drink primarily plant-based milk alternatives are more familiar with lactose-free milk than those who drink primarily dairy, and rate it as relatively highly digestible. Importantly, taste and texture perceptions of lactose-free milk did not differ significantly between the three groups.
When asked about the potential impact of the availability of lactose-free milk on coffee shop visits, a significant proportion of flexitarians and those who primarily drink plant-based milk alternatives said it would have the following impact: highly likely I went to a coffee shop that served lactose-free milk. Specifically, more than a third (36%) of flexitarians and nearly a third (32%) of plant-based milk alternative drinkers reported that they were more likely to visit, compared to a smaller proportion of primarily dairy drinkers.
“These findings highlight a significant opportunity for coffee retailers to better serve lactose-intolerant consumers by offering lactose-intolerant milk as an alternative to plant-based alternatives,” said Dr. Prakash. “Plant-based options are currently the leading choice among lactose-intolerant visitors, but our data suggests this preference may be driven by more factors. availability It’s not a matter of pure preference. ”
The researchers noted that although lactose intolerance is a common concern among adults, lactose-free milk remains a relatively small portion of the overall dairy market. The results of this study indicate that lactose-free milk may serve as a bridging option for some consumers who value the taste and nutritional profile of dairy products, but also seek ease of digestion, especially in coffee shop orders.
Overall, this study highlights that a combination of sensory expectations, health perceptions, familiarity, and personal values shape the choice of milk in coffee. By focusing on the specific context of coffee consumption, the findings provide insight into how offering lactose-free milk alongside existing options can better serve consumers.
Dr. Huang added, “By highlighting the benefits of lactose-free milk through education and signage, the dairy industry can better meet evolving consumer needs and expand its presence in the competitive coffee market.”
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Reference magazines:
fan, UTX, Others. (2026) Key factors for consumers’ choice of dairy and plant-based milk alternatives for coffee. Dairy Science Journal. DOI: 10.3168/jds.2025-27342. https://www.journalofdairyscience.org/article/S0022-0302(25)00893-8/fulltext.
