Beyond Taste: Unpacking Consumer Perceptions of Plant-Based Cheese Alternatives in Uruguay Through Sensory, Information, and Expectation Analysis

Beyond Taste: Unpacking Consumer Perceptions of Plant-Based Cheese Alternatives in Uruguay Through Sensory, Information, and Expectation Analysis | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Beyond Taste: Unpacking Consumer Perceptions of Plant-Based Cheese Alternatives in Uruguay Through Sensory, Information, and Expectation Analysis Cinu Varghese, Celina Sosa, Julieta Maique, Ana Curutchet, Patricia Arcia This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8703177/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 10 You are reading this latest preprint version Abstract Plant-based cheese alternatives (PBCAs) are considered sustainable substitutes for dairy-based cheese (DB); however, their consumer acceptance remains limited, particularly in dairy-dominant cultural contexts such as Uruguay, where specific consumer insights are scarce. This study investigated the influence of sensory experience, product information, and conceptual expectations on consumer perceptions of commercially available mozzarella-style PBCAs in Uruguay. Three sessions were conducted: blind and informed tastings (n = 110) and an expectation survey with a separate participant group (n = 236). Liking, purchase intention, and conceptual associations were evaluated using hedonic scales, CATA questions, and cluster analyses. Dairy-based cheese consistently achieved the highest liking and purchase intention scores. Positive sensory drivers for acceptance included a smooth mouthfeel, creaminess, and shiny appearance, whereas artificial flavors and strong aftertastes reduced acceptance. One PBCA showed an acceptable texture but lacked flavor. Crucially, providing product information did not enhance PBCA acceptance, underscoring the importance of sensory experiences. Cluster analysis revealed two consumer segments: "adopters" (n = 176), who are younger, have higher purchase intentions, and associate PBCAs with sustainability; and "non-adopters" (n = 60), who were older and perceived PBCAs as artificial and unappealing. PBCAs hold potential among sustainability-oriented consumers, but improving flavor authenticity and sensory quality is crucial. Addressing these sensory barriers and strategically positioning products around health and environmental benefits are crucial for broadening overall acceptance and facilitating sustainable dietary shifts in the population. Plant-based cheese alternatives consumer perception conceptual attributes cluster analysis Uruguay Figures Figure 1 Figure 2 Figure 3 Introduction Consumer perceptions, beliefs, and values strongly influence the acceptance of plant-based proteins as sustainable and healthy dietary choices [ 1 ]. With the increasing adoption of plant-based diets for health and ethical reasons, there is a growing demand for Plant-Based Cheese Alternatives (PBCAs). However, PBCAs are still in the initial phase of consumer adoption[ 2 ]. Although PBCAs are becoming more accessible, there is limited understanding of how consumers in Latin America, especially in Uruguay, view these products in terms of their sensory and nutritional attributes and conceptual associations. Despite the increasing exposure of Uruguayan consumers to plant-based foods, research specifically on their acceptance of plant-based cheeses is lacking, particularly in this dairy-dominant cultural context, where cheese has strong traditional and emotional associations. Most existing research originates from developed markets, such as the UK[ 3 , 4 ], Canada [ 5 ], New Zealand [ 6 , 7 ], the US [ 8 ], Spain [ 9 ], and Europe[ 10 ], where PBCAs often receive lower liking scores than dairy cheeses because of their flavor and texture limitations. For human well-being, the success of plant-protein alternatives relies on both biological efficiency and social acceptance, with a critical need to address the psychological barriers to consumption. While ingredients or nutritional information can influence expectations, they do not always lead to higher sensory acceptance and may even reduce liking if expectations are not met[ 11 – 13 ]. From a sensory perspective, texture and flavor remain the primary barriers to acceptance, although visual cues, such as color and meltability, also affect perceived quality[ 3 , 5 , 6 ]. In most cases, PBCAs are prepared using soybeans or coconuts. Consumers find the beany and chalky flavors of soy-derived PBCAs unappealing [ 14 ]. A recent study indicated that modified fermentation is a strategy to improve consumer preference by improving the beany and gritty mouthfeel of soy-based cheese [ 15 ]. These inherent sensory limitations often lead to varied consumer responses, resulting in different consumer segments. Recent findings from a consumer study with New Zealand consumers led to the formation of two different clusters, with the majority being defined as PBCA Rejectors, based on their strong dislike for the taste of PBCA products, along with their dairy counterparts[ 16 ]. Another study on PBCAs reported four clusters that differed in consumer preferences for flavor and texture attributes related to dairy and plant-based cheese alternatives[ 17 ]. In summary, while global evidence highlights the sensory, nutritional, and conceptual barriers to PBCA acceptance, there remains a lack of context-specific understanding of how consumers in dairy-oriented cultures, such as Uruguay, evaluate these products under different informational and sensory conditions. Addressing this gap can provide critical insights for developing culturally adapted plant-based innovations and effective market-positioning strategies. In light of the aforementioned facts, the objectives of this study are as follows: First, to assess how nutritional and ingredient information influences the sensory perceptions of plant-based cheese alternatives. Second, the primary sensory factors driving liking or disliking. Third, to categorize consumers based on their purchase intentions and define the unique conceptual associations of each segment under the expected conditions. Materials and Methods The Materials and Methods section is provided in Supplementary Materials 1 . Results and Discussion Consumer liking and effect of nutritional information on sensory perception and purchase intention Table 1 provides an overview of the data on liking and purchase intentions for the different PBCAs and dairy cheese. A significant difference (p < 0.005) was found between the liking scores of cheese samples under blind and informed conditions. Despite the blind and informed conditions, dairy-based cheese outperformed PBCAs in terms of sensory liking and purchase intention, confirming the anticipated preference for traditional cheese. Under blind conditions, no significant correlation was observed between the plant-based cheese liking scores. Interestingly, under informed conditions, PB1 showed a significant decrease in the liking score compared to the other two plant-based cheese alternatives. A similar observation was made between the purchase intention for PBCAs and dairy-based cheese. Purchase intentions differed significantly across all conditions for each cheese sample. In summary, while ingredient information influenced expectations, sensory experience had a stronger impact on consumer acceptance of plant-based cheeses. Table 1 Overall acceptability and purchase intention of samples in the blind and informed conditions. Overall acceptability Purchase intention Products Blind Informed Blind Informed PB1 4.26 bB 3.20 cA 2.99 bB 2.42 cA PB2 4.26 bA 4.13 bA 3.05 bB 2.83 bA PB3 4.56 bA 4.45 bA 3.25 bB 3.07 bA DB 6.68 aA 6.91 aA 5.31 aC 5.71 aB PB: Plant-based cheese; DB: Dairy-based cheese. Samples with the same letter within a column are not significantly different (p < 0.05). ABC Products with Different superscript letters indicate significant differences (p ≤ 0.05) across the blind and informed conditions within a row. Similar trends were reported by Jaeger et al. (2025) [ 7 ] in their study on New Zealand consumers evaluation of cheddar-based PBCAs. The consumer acceptability of the three PBCA products was significantly lower than that of dairy-based cheese, with all PBCA products rated between 3.1 and 3.6 (between “moderately disliked” and “slightly disliked”). These results are consistent with those of prior research by Falkeisen et al. (2022)[ 5 ], who studied the perception and emotional responses of Canadian consumers to locally available PBCAs. Based on the findings of previous studies, product packaging and ingredient information can increase or decrease expected liking scores[ 11 , 18 ]. In contrast, studies by Schouteten et al. (2016) [ 15 ] on insect-based burgers and Grasso et al. (2022)[ 13 ] on hybrid burgers (in comparison with plant- and meat-based alternatives) reported a complete assimilation effect, where product information significantly influenced the overall preference. Sensory drivers of liking and disliking The results of the penalty analysis (Fig. 1 ), citation frequency ( Supplementary materials 2; Table S1 ), and correspondence analysis (CA) (Fig. 2 ) of CATA demonstrated clear differences in the sensory drivers of liking and disliking of PBCAs. The penalty scores (Fig. 1 ) showed that "cereal flavour,” “artificial flavour, " and "strong aftertaste" had the greatest negative influence on liking, while "smooth mouthfeel,” “creamy” and "shiny" appearances yielded the highest lifting scores, indicating that texture and visual appeal were the crucial factors in liking. As shown in Fig. 2 , PB1 exhibited a mixture of positive (creamy and soft) and negative (bland and mild flavor, rubbery, and gritty) attributes, suggesting a lack of flavor acceptance despite the acceptable texture. Information on the ingredients of PB1 showed the addition of vegetable-based lactic cultures, coconut oil, and cashew nuts. Fermentation may be one of the reasons for the textural acceptance of PB1 over other plant-based cheeses. These findings are supported by Short et al. (2021b)[ 15 ], who reported a modified fermentation strategy to improve consumer preference by improving the beany and gritty mouthfeel of soy-based cheese. PB2 was associated with a strong aftertaste, oiliness, bitterness, and a vegetable-like flavor, suggesting challenges in flavor balance. PB3, which is associated with a nutty flavor and firmness, was also described as tasteless and cereal-flavored, highlighting the lack of flavor authenticity. These results are in line with similar research where sensory attributes such as “smooth” “creamy” were identified as strong determinants of product acceptance of dairy-based mozzarella cheese [ 19 ], non-dairy mozzarella[ 6 ], and plant-based cheddar cheese[ 5 ]. Similar findings have been reported, where consumer acceptance of cheese is positively influenced by attributes such as softness, creaminess, and smooth texture[20–24]. Prior studies on soybean-derived PBCAs have reported undesirable beany and chalky flavors. [ 14 ]. Saraco and Blaxland (2020) [ 4 ] compared the organoleptic attributes and product performance of selected coconut-based mild cheddar and semi-hard Italian plant-based cheeses with their dairy counterparts. The authors concluded that neither the texture nor the flavor of the semi-hard Italian PBCAs was acceptable. In summary, these findings suggest that although plant-based cheeses can replicate some of the textural properties of dairy cheese through fermentation, they face considerable challenges in achieving a balanced and appealing sensory profile. Texture and visual appeal are key determinants of liking, whereas off-flavors and undesirable mouthfeel would reduce acceptance. Interpreting consumer segmentation: Conceptual associations and perception of healthiness Cluster analysis revealed two distinct groups: “Adopters” (n = 176) and “Non-adopters” (n = 60), as detailed in Supplementary Materials 2, Table S2 . Adopters, predominantly younger consumers (55% aged 18–34), showed significantly higher purchase intention (Table 2 ) for the cashew-based alternative (PB1) than the other clusters. This demographic shift toward plant-based proteins among younger populations suggests a growing openness to dietary transitions that prioritize sustainability and alternative protein sources. To further characterize these groups, we examined their health perceptions (Table 2 ). While the dairy control (DB) actually contained higher protein content (7.3 g vs. 3.0 g in PB1), the adopters perceived plant-based alternatives as healthier choices. Research shows that consumers often overestimate the healthiness of plant-based dairy alternatives compared to their actual nutritional content, reflecting perceptions influenced by the "plant-based" label rather than objective measures [ 25 ]. In contrast, the "Non-adopters" cluster provided lower and undifferentiated healthiness ratings across all samples, with no significant differences between plant-based and dairy mozzarella samples. Table 2 Mean purchase intention and perceived healthiness of the samples under the expected conditions. Two-cluster solution (cluster 1 = 176; cluster 2 = 60) based on the aggregate sample (n = 236). Purchase Intention Perceived healthiness Product Aggregate Cluster 1 Cluster 2 Aggregate Cluster 1 Cluster 2 PB1 3.79 a 4.27 b 2.38 b 4.51 a 4.83 a 3.57 a PB2 2.64 d 3.04 d 1.48 c 3.97 b 4.24 b 3.18 a PB3 3.20 c 3.67 c 2.08 b 3.89 b 4.17 b 3.10 a DB 5.65 b 6.12 a 4.25 a 3.89 b 4.08 b 3.27 a Turkey’s honest significant difference (HSD) was used for the sample mean comparison. Samples with the same letter within a column are not significantly different (p < 0.005). Correspondence analysis (Fig. 3 ) based on the CATA terms ( Supplementary materials 2; Table S3) revealed that adopters tended to associate plant-based cheeses with concepts about PBCAS, such as “It is good for the environment,” “I could adopt this product for my regular consumption,” “Natural,” and “Healthy,” reinforcing their higher purchase intention and environmental awareness. For this group, the conceptual association and positioning of plant-based cheeses as nutritious, protein-rich, and environmentally responsible may reinforce positive perceptions and encourage repeat purchases. In contrast, the non-adopter segment, which included a greater proportion of older consumers, displayed a reluctance toward plant-based options despite recognizing some environmental benefits. Jaeger et al. (2025) [ 7 ] noted that when a plant-based product is perceived as an "imitation," its health credentials are often dismissed by conservative consumers. For plant-based proteins to be integrated into long-term human nutrition strategies, they must overcome the perception that they are "ultra-processed" substitutes for animal-based protein. As suggested by Clegg et al. (2021) [ 3 ], the industry must not only improve the nutritional profile (e.g., matching protein quality) but also communicate these benefits in a way that overcomes the "artificial" stigma among consumers. Adopters may be more inclined to consume plant-based cheese if they are aware of its nutritional, sustainable and environmental benefits. For non-adopters, sensory quality, authenticity, and affordability must be addressed. Bridging these gaps could not only expand the consumer base for plant-based cheeses but also contribute to a broader dietary transition toward sustainable food systems. The introduction of hybrid cheese products could accelerate non-adopters’ transition to a more plant-centered diet, as proposed by Jaeger et al. (2025)[ 7 ], at least among those who are not ethically or religiously opposed to plant-based alternatives. Limitations and future work This study was conducted in a specific market (Montevideo, Uruguay), and cultural differences may have affected the generalizability of the results. Although research has focused on raw cheese, acceptance may differ if the cheese is melted or served with bread, as studied by Falkeisen et al. (2022b)[ 5 ]. It should be acknowledged that the expected condition was conducted with a separate group of consumers, which limits the direct comparability of the results to those that may arise from blind or informed evaluation. Future studies employing the same participants across all conditions would provide greater clarity by allowing intra-individual comparisons of purchase intentions, sensory drivers and conceptual associations. Future research should examine how targeted communication can effectively shift attitudes across different demographic groups and optimize sensory profiles. Conclusions This study emphasizes the perceptions of consumers regarding plant-based cheese in a market where dairy products are predominant. Based on our findings, dairy-based cheese consistently received the highest acceptance, whereas plant-based cheese alternatives struggled to meet the expectations of the Uruguayan consumers. Our first objective, to assess how nutritional and ingredient information influences sensory perceptions, showed that sensory experience remains the most influential factor influencing liking and purchase intention, whereas product information has no effect. Based on the second objective, PBCA exhibited a mixture of positive (creamy, shiny, and smooth mouthfeel) and negative attributes (artificial flavor and strong aftertaste), suggesting a lack of flavor acceptance despite an acceptable texture and the role of fermentation in modifying the texture. Finally, in addressing our third objective, consumer segmentation based on purchase intentions revealed two distinct groups: 'adopters' and 'non-adopters.' Adopters uniquely associate PBCAs with positive nutritional, health, and environmental attributes, reinforcing their higher purchase intention. In contrast, non-adopters were characterized by unique negative conceptual associations, perceiving PBCAs as processed, artificial, and unattractive, which served as the primary barrier to consumption. Plant-based cheese alternatives should be marketed based on their environmental and nutritional benefits while also addressing sensory and familiarity concerns to broaden their appeal. These outcomes collectively validate the expected challenges in flavor and sensory acceptance while confirming the predicted potential of sustainability-oriented consumer segments for market growth. Declarations Funding statement The Agencia Nacional de Investigación y Innovación (ANII) funded this research under the grant number PD_NAC_2023_1_176879. Author contributions Cinu Varghese: Conceptualization, Methodology, Investigation, Formal analysis, Visualization, Writing – original draft, writing – review and editing, and software. Celina Sosa: Data Curation, Investigation. Julieta Maique: Data Curation, Investigation. Ana Curutchet: Investigation, Writing – review and editing, writing – original draft, Methodology, Conceptualization, Visualization, and Supervision. Patricia Arcia: Investigation, Writing – review and editing, Writing – original draft, Methodology, Conceptualization, Visualization, Supervision. Consent To Participate and Human Ethics This study was reviewed and approved by the Ethics Committee of the Universidad Catolica Del Uruguay (Solcomet 74). Respondents were provided with a consent form before the survey, and the questionnaire was administered only after their consent was obtained. Consent for Publication All authors have agreed to the publication of this manuscript. Declaration of competing interest The authors declare no conflicts of interest References Godfray HCJ, Aveyard P, Garnett T, et al (2018) Meat consumption, health, and the environment. 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Supplementary Files SupplementaryMaterials1.docx Supplementary Data Supplementary Materials 1 SupplementaryMaterials2.docx Supplementary Materials 2 Cite Share Download PDF Status: Under Review Version 1 posted Editorial decision: Revision requested 13 Mar, 2026 Reviews received at journal 10 Mar, 2026 Reviews received at journal 07 Mar, 2026 Reviewers agreed at journal 10 Feb, 2026 Reviewers agreed at journal 08 Feb, 2026 Reviewers agreed at journal 08 Feb, 2026 Reviewers invited by journal 05 Feb, 2026 Editor assigned by journal 05 Feb, 2026 Submission checks completed at journal 27 Jan, 2026 First submitted to journal 26 Jan, 2026 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-8703177","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":588250715,"identity":"839019c8-d510-44c4-981c-3609e6cfdcf8","order_by":0,"name":"Cinu Varghese","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAABCElEQVRIiWNgGAWjYLCCBAjFBiLkQMSBB3jVM6NqMQZrSSCkhQFJS2IDkr1Ygbx7/8EPD3ccTuyfffzagw9/bNLnhx1+CLTFTk63AbsWwzOHmSUSzxxOnHEup9xwZlta7sbbaQZALcnGZgdwaJmRzMaQ2HbYmOEMT5o0b8Ph3I2zE0BaDiRuw6Vl/mOIFnmQlj9//qcbzk7/gFeLvAQzWIucwRn2Y9IMbAcS5KVz8NtiwJNsLJHYli5neIaHTbK3Ldlwg3ROwYEEA9x+kW8/+PDjzzZrHrkz7M8kfvyxk5efnb75w4cKOzlcWgwQ4jwGSCIG2JWDbWmAM9kfoIuMglEwCkbBKAADAKNPY1+TGLp0AAAAAElFTkSuQmCC","orcid":"","institution":"Latitud - Laboratorio Tecnológico del Uruguay (LATU Foundation)","correspondingAuthor":true,"prefix":"","firstName":"Cinu","middleName":"","lastName":"Varghese","suffix":""},{"id":588250716,"identity":"4e6f574b-a09b-4b8f-bacf-8a2d33315be7","order_by":1,"name":"Celina Sosa","email":"","orcid":"","institution":"Universidad Católica del Uruguay","correspondingAuthor":false,"prefix":"","firstName":"Celina","middleName":"","lastName":"Sosa","suffix":""},{"id":588250717,"identity":"993a54b3-93b7-4616-8444-26226b635bee","order_by":2,"name":"Julieta Maique","email":"","orcid":"","institution":"Universidad Católica del Uruguay","correspondingAuthor":false,"prefix":"","firstName":"Julieta","middleName":"","lastName":"Maique","suffix":""},{"id":588250718,"identity":"0fef978a-b80a-4bf7-a431-d19202f8f9d7","order_by":3,"name":"Ana Curutchet","email":"","orcid":"","institution":"Universidad Católica del Uruguay","correspondingAuthor":false,"prefix":"","firstName":"Ana","middleName":"","lastName":"Curutchet","suffix":""},{"id":588250719,"identity":"c74fcc37-8b13-4063-ac3c-b093b769083f","order_by":4,"name":"Patricia Arcia","email":"","orcid":"","institution":"Latitud - Laboratorio Tecnológico del Uruguay (LATU Foundation)","correspondingAuthor":false,"prefix":"","firstName":"Patricia","middleName":"","lastName":"Arcia","suffix":""}],"badges":[],"createdAt":"2026-01-26 18:38:37","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-8703177/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-8703177/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":102375671,"identity":"be96bc30-c76b-462d-9a89-e8b4f05fb122","added_by":"auto","created_at":"2026-02-11 05:21:19","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":17737,"visible":true,"origin":"","legend":"\u003cp\u003ePenalty/Lift analysis of plant-based cheese alternatives along with dairy counterpart\u003c/p\u003e","description":"","filename":"floatimage1.png","url":"https://assets-eu.researchsquare.com/files/rs-8703177/v1/5c279ad76b1cb2f2628888e4.png"},{"id":102375675,"identity":"00e02a58-1b3d-4ebd-b0a3-f4d93bb47581","added_by":"auto","created_at":"2026-02-11 05:21:19","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":22577,"visible":true,"origin":"","legend":"\u003cp\u003eBiplot representation of plant-based cheese alternatives and dairy cheese samples on the first two dimensions of Correspondence Analysis. PB: Plant-based cheese; DB: Dairy-based\u003c/p\u003e","description":"","filename":"floatimage2.png","url":"https://assets-eu.researchsquare.com/files/rs-8703177/v1/1d7b124653d6f5360d616208.png"},{"id":102375673,"identity":"c479d038-5d90-4cf8-80db-a1fd0aa45e6c","added_by":"auto","created_at":"2026-02-11 05:21:19","extension":"jpeg","order_by":3,"title":"Figure 3","display":"","copyAsset":false,"role":"figure","size":461211,"visible":true,"origin":"","legend":"\u003cp\u003eBiplot representation of plant-based cheese alternatives and the dairy cheese sample on the first two dimensions of Correspondence Analysis: a) Cluster 1 (adopters) b) Cluster 2 (non-adopters). PB, plant-based cheese; DB; Dairy-based cheese.\u003c/p\u003e","description":"","filename":"floatimage3.jpeg","url":"https://assets-eu.researchsquare.com/files/rs-8703177/v1/785eb6612babe737ea501402.jpeg"},{"id":102399270,"identity":"d78ec243-e244-4125-8b9d-ad0fef0dcf7c","added_by":"auto","created_at":"2026-02-11 10:33:49","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1149374,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-8703177/v1/c503b698-56e9-4e54-91b7-ad83c0313cd9.pdf"},{"id":102397806,"identity":"e98b8066-827f-4dcb-a9ca-a5ba6c1beec0","added_by":"auto","created_at":"2026-02-11 10:19:47","extension":"docx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":36547,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eSupplementary Data\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eSupplementary Materials 1\u003c/p\u003e","description":"","filename":"SupplementaryMaterials1.docx","url":"https://assets-eu.researchsquare.com/files/rs-8703177/v1/3c400eb3d85c9dd4e0266f81.docx"},{"id":102398258,"identity":"6810c43c-62ab-4bc4-9eee-080e77969a4e","added_by":"auto","created_at":"2026-02-11 10:21:57","extension":"docx","order_by":2,"title":"","display":"","copyAsset":false,"role":"supplement","size":834699,"visible":true,"origin":"","legend":"\u003cp\u003eSupplementary Materials 2\u003c/p\u003e","description":"","filename":"SupplementaryMaterials2.docx","url":"https://assets-eu.researchsquare.com/files/rs-8703177/v1/a7dcb66438e3a59f5248e35b.docx"}],"financialInterests":"No competing interests reported.","formattedTitle":"Beyond Taste: Unpacking Consumer Perceptions of Plant-Based Cheese Alternatives in Uruguay Through Sensory, Information, and Expectation Analysis","fulltext":[{"header":"Introduction","content":"\u003cp\u003eConsumer perceptions, beliefs, and values strongly influence the acceptance of plant-based proteins as sustainable and healthy dietary choices [\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e]. With the increasing adoption of plant-based diets for health and ethical reasons, there is a growing demand for Plant-Based Cheese Alternatives (PBCAs). However, PBCAs are still in the initial phase of consumer adoption[\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2\u003c/span\u003e].\u003c/p\u003e \u003cp\u003eAlthough PBCAs are becoming more accessible, there is limited understanding of how consumers in Latin America, especially in Uruguay, view these products in terms of their sensory and nutritional attributes and conceptual associations. Despite the increasing exposure of Uruguayan consumers to plant-based foods, research specifically on their acceptance of plant-based cheeses is lacking, particularly in this dairy-dominant cultural context, where cheese has strong traditional and emotional associations. Most existing research originates from developed markets, such as the UK[\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e, \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e4\u003c/span\u003e], Canada [\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e], New Zealand [\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e], the US [\u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e8\u003c/span\u003e], Spain [\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e], and Europe[\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e10\u003c/span\u003e], where PBCAs often receive lower liking scores than dairy cheeses because of their flavor and texture limitations.\u003c/p\u003e \u003cp\u003eFor human well-being, the success of plant-protein alternatives relies on both biological efficiency and social acceptance, with a critical need to address the psychological barriers to consumption. While ingredients or nutritional information can influence expectations, they do not always lead to higher sensory acceptance and may even reduce liking if expectations are not met[\u003cspan additionalcitationids=\"CR12\" citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e\u0026ndash;\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e13\u003c/span\u003e]. From a sensory perspective, texture and flavor remain the primary barriers to acceptance, although visual cues, such as color and meltability, also affect perceived quality[\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e, \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e, \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e]. In most cases, PBCAs are prepared using soybeans or coconuts. Consumers find the beany and chalky flavors of soy-derived PBCAs unappealing [\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e14\u003c/span\u003e]. A recent study indicated that modified fermentation is a strategy to improve consumer preference by improving the beany and gritty mouthfeel of soy-based cheese [\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e15\u003c/span\u003e]. These inherent sensory limitations often lead to varied consumer responses, resulting in different consumer segments. Recent findings from a consumer study with New Zealand consumers led to the formation of two different clusters, with the majority being defined as PBCA Rejectors, based on their strong dislike for the taste of PBCA products, along with their dairy counterparts[\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e16\u003c/span\u003e]. Another study on PBCAs reported four clusters that differed in consumer preferences for flavor and texture attributes related to dairy and plant-based cheese alternatives[\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e17\u003c/span\u003e].\u003c/p\u003e \u003cp\u003eIn summary, while global evidence highlights the sensory, nutritional, and conceptual barriers to PBCA acceptance, there remains a lack of context-specific understanding of how consumers in dairy-oriented cultures, such as Uruguay, evaluate these products under different informational and sensory conditions. Addressing this gap can provide critical insights for developing culturally adapted plant-based innovations and effective market-positioning strategies. In light of the aforementioned facts, the objectives of this study are as follows: First, to assess how nutritional and ingredient information influences the sensory perceptions of plant-based cheese alternatives. Second, the primary sensory factors driving liking or disliking. Third, to categorize consumers based on their purchase intentions and define the unique conceptual associations of each segment under the expected conditions.\u003c/p\u003e"},{"header":"Materials and Methods","content":"\u003cp\u003eThe Materials and Methods section is provided in \u003cb\u003eSupplementary Materials 1\u003c/b\u003e.\u003c/p\u003e"},{"header":"Results and Discussion","content":"\u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003eConsumer liking and effect of nutritional information on sensory perception and purchase intention\u003c/h2\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e provides an overview of the data on liking and purchase intentions for the different PBCAs and dairy cheese. A significant difference (p\u0026thinsp;\u0026lt;\u0026thinsp;0.005) was found between the liking scores of cheese samples under blind and informed conditions. Despite the blind and informed conditions, dairy-based cheese outperformed PBCAs in terms of sensory liking and purchase intention, confirming the anticipated preference for traditional cheese. Under blind conditions, no significant correlation was observed between the plant-based cheese liking scores. Interestingly, under informed conditions, PB1 showed a significant decrease in the liking score compared to the other two plant-based cheese alternatives. A similar observation was made between the purchase intention for PBCAs and dairy-based cheese. Purchase intentions differed significantly across all conditions for each cheese sample. In summary, while ingredient information influenced expectations, sensory experience had a stronger impact on consumer acceptance of plant-based cheeses.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eOverall acceptability and purchase intention of samples in the blind and informed conditions.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colspan=\"2\" nameend=\"c3\" namest=\"c2\"\u003e \u003cp\u003eOverall acceptability\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e \u003cp\u003ePurchase intention\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eProducts\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u003cem\u003eBlind\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u003cem\u003eInformed\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\u003cem\u003eBlind\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e\u003cem\u003eInformed\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePB1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e4.26\u003csup\u003ebB\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e3.20\u003csup\u003ecA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2.99\u003csup\u003ebB\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e2.42\u003csup\u003ecA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePB2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e4.26\u003csup\u003ebA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e4.13\u003csup\u003ebA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e3.05\u003csup\u003ebB\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e2.83\u003csup\u003ebA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePB3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e4.56\u003csup\u003ebA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e4.45\u003csup\u003ebA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e3.25\u003csup\u003ebB\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.07\u003csup\u003ebA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDB\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e6.68\u003csup\u003eaA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e6.91\u003csup\u003eaA\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e5.31\u003csup\u003eaC\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e5.71\u003csup\u003eaB\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003ePB: Plant-based cheese; DB: Dairy-based cheese. Samples with the same letter within a column are not significantly different (p\u0026thinsp;\u0026lt;\u0026thinsp;0.05). \u003csup\u003eABC\u003c/sup\u003e Products with Different superscript letters indicate significant differences (p\u0026thinsp;\u0026le;\u0026thinsp;0.05) across the blind and informed conditions within a row.\u003c/p\u003e \u003cp\u003eSimilar trends were reported by Jaeger et al. (2025) [\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e] in their study on New Zealand consumers evaluation of cheddar-based PBCAs. The consumer acceptability of the three PBCA products was significantly lower than that of dairy-based cheese, with all PBCA products rated between 3.1 and 3.6 (between \u0026ldquo;moderately disliked\u0026rdquo; and \u0026ldquo;slightly disliked\u0026rdquo;). These results are consistent with those of prior research by Falkeisen et al. (2022)[\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e], who studied the perception and emotional responses of Canadian consumers to locally available PBCAs. Based on the findings of previous studies, product packaging and ingredient information can increase or decrease expected liking scores[\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e18\u003c/span\u003e]. In contrast, studies by Schouteten et al. (2016) [\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e15\u003c/span\u003e] on insect-based burgers and Grasso et al. (2022)[\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e13\u003c/span\u003e] on hybrid burgers (in comparison with plant- and meat-based alternatives) reported a complete assimilation effect, where product information significantly influenced the overall preference.\u003c/p\u003e \u003c/div\u003e\n\u003ch3\u003eSensory drivers of liking and disliking\u003c/h3\u003e\n\u003cp\u003eThe results of the penalty analysis (Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e), citation frequency (\u003cb\u003eSupplementary materials 2; Table \u003cspan refid=\"MOESM1\" class=\"InternalRef\"\u003eS1\u003c/span\u003e\u003c/b\u003e), and correspondence analysis (CA) (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e) of CATA demonstrated clear differences in the sensory drivers of liking and disliking of PBCAs. The penalty scores (Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e) showed that \"cereal flavour,\u0026rdquo; \u0026ldquo;artificial flavour, \" and \"strong aftertaste\" had the greatest negative influence on liking, while \"smooth mouthfeel,\u0026rdquo; \u0026ldquo;creamy\u0026rdquo; and \"shiny\" appearances yielded the highest lifting scores, indicating that texture and visual appeal were the crucial factors in liking.\u003c/p\u003e \u003cp\u003eAs shown in Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e, PB1 exhibited a mixture of positive (creamy and soft) and negative (bland and mild flavor, rubbery, and gritty) attributes, suggesting a lack of flavor acceptance despite the acceptable texture. Information on the ingredients of PB1 showed the addition of vegetable-based lactic cultures, coconut oil, and cashew nuts. Fermentation may be one of the reasons for the textural acceptance of PB1 over other plant-based cheeses. These findings are supported by Short et al. (2021b)[\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e15\u003c/span\u003e], who reported a modified fermentation strategy to improve consumer preference by improving the beany and gritty mouthfeel of soy-based cheese. PB2 was associated with a strong aftertaste, oiliness, bitterness, and a vegetable-like flavor, suggesting challenges in flavor balance. PB3, which is associated with a nutty flavor and firmness, was also described as tasteless and cereal-flavored, highlighting the lack of flavor authenticity.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eThese results are in line with similar research where sensory attributes such as \u0026ldquo;smooth\u0026rdquo; \u0026ldquo;creamy\u0026rdquo; were identified as strong determinants of product acceptance of dairy-based mozzarella cheese [\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e19\u003c/span\u003e], non-dairy mozzarella[\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e], and plant-based cheddar cheese[\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e]. Similar findings have been reported, where consumer acceptance of cheese is positively influenced by attributes such as softness, creaminess, and smooth texture[20\u0026ndash;24]. Prior studies on soybean-derived PBCAs have reported undesirable beany and chalky flavors. [\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e14\u003c/span\u003e]. Saraco and Blaxland (2020) [\u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e4\u003c/span\u003e] compared the organoleptic attributes and product performance of selected coconut-based mild cheddar and semi-hard Italian plant-based cheeses with their dairy counterparts. The authors concluded that neither the texture nor the flavor of the semi-hard Italian PBCAs was acceptable.\u003c/p\u003e \u003cp\u003eIn summary, these findings suggest that although plant-based cheeses can replicate some of the textural properties of dairy cheese through fermentation, they face considerable challenges in achieving a balanced and appealing sensory profile. Texture and visual appeal are key determinants of liking, whereas off-flavors and undesirable mouthfeel would reduce acceptance.\u003c/p\u003e\n\u003ch3\u003eInterpreting consumer segmentation: Conceptual associations and perception of healthiness\u003c/h3\u003e\n\u003cp\u003eCluster analysis revealed two distinct groups: \u0026ldquo;Adopters\u0026rdquo; (n\u0026thinsp;=\u0026thinsp;176) and \u0026ldquo;Non-adopters\u0026rdquo; (n\u0026thinsp;=\u0026thinsp;60), as detailed in \u003cb\u003eSupplementary Materials 2, Table \u003cspan refid=\"MOESM2\" class=\"InternalRef\"\u003eS2\u003c/span\u003e\u003c/b\u003e. Adopters, predominantly younger consumers (55% aged 18\u0026ndash;34), showed significantly higher purchase intention (Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e) for the cashew-based alternative (PB1) than the other clusters. This demographic shift toward plant-based proteins among younger populations suggests a growing openness to dietary transitions that prioritize sustainability and alternative protein sources. To further characterize these groups, we examined their health perceptions (Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e). While the dairy control (DB) actually contained higher protein content (7.3 g vs. 3.0 g in PB1), the adopters perceived plant-based alternatives as healthier choices. Research shows that consumers often overestimate the healthiness of plant-based dairy alternatives compared to their actual nutritional content, reflecting perceptions influenced by the \"plant-based\" label rather than objective measures [\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e25\u003c/span\u003e]. In contrast, the \"Non-adopters\" cluster provided lower and undifferentiated healthiness ratings across all samples, with no significant differences between plant-based and dairy mozzarella samples.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eMean purchase intention and perceived healthiness of the samples under the expected conditions. Two-cluster solution (cluster 1\u0026thinsp;=\u0026thinsp;176; cluster 2\u0026thinsp;=\u0026thinsp;60) based on the aggregate sample (n\u0026thinsp;=\u0026thinsp;236).\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colspan=\"3\" nameend=\"c4\" namest=\"c2\"\u003e \u003cp\u003ePurchase Intention\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"3\" nameend=\"c7\" namest=\"c5\"\u003e \u003cp\u003ePerceived healthiness\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eProduct\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u003cem\u003eAggregate\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u003cem\u003eCluster 1\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\u003cem\u003eCluster 2\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e\u003cem\u003eAggregate\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e\u003cem\u003eCluster 1\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e\u003cem\u003eCluster 2\u003c/em\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePB1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.79\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e4.27\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2.38\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e4.51\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e4.83\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.57\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePB2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e2.64\u003csup\u003ed\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e3.04\u003csup\u003ed\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e1.48\u003csup\u003ec\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.97\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e4.24\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.18\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePB3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.20\u003csup\u003ec\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e3.67\u003csup\u003ec\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2.08\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.89\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e4.17\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.10\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDB\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e5.65\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e6.12\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.25\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.89\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e4.08\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.27\u003csup\u003ea\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTurkey\u0026rsquo;s honest significant difference (HSD) was used for the sample mean comparison. Samples with the same letter within a column are not significantly different (p\u0026thinsp;\u0026lt;\u0026thinsp;0.005).\u003c/p\u003e \u003cp\u003eCorrespondence analysis (Fig.\u0026nbsp;\u003cspan refid=\"Fig3\" class=\"InternalRef\"\u003e3\u003c/span\u003e) based on the CATA terms (\u003cb\u003eSupplementary materials 2; Table S3)\u003c/b\u003e revealed that adopters tended to associate plant-based cheeses with concepts about PBCAS, such as \u0026ldquo;It is good for the environment,\u0026rdquo; \u0026ldquo;I could adopt this product for my regular consumption,\u0026rdquo; \u0026ldquo;Natural,\u0026rdquo; and \u0026ldquo;Healthy,\u0026rdquo; reinforcing their higher purchase intention and environmental awareness. For this group, the conceptual association and positioning of plant-based cheeses as nutritious, protein-rich, and environmentally responsible may reinforce positive perceptions and encourage repeat purchases. In contrast, the non-adopter segment, which included a greater proportion of older consumers, displayed a reluctance toward plant-based options despite recognizing some environmental benefits.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eJaeger et al. (2025) [\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e] noted that when a plant-based product is perceived as an \"imitation,\" its health credentials are often dismissed by conservative consumers. For plant-based proteins to be integrated into long-term human nutrition strategies, they must overcome the perception that they are \"ultra-processed\" substitutes for animal-based protein. As suggested by Clegg et al. (2021) [\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e], the industry must not only improve the nutritional profile (e.g., matching protein quality) but also communicate these benefits in a way that overcomes the \"artificial\" stigma among consumers.\u003c/p\u003e \u003cp\u003eAdopters may be more inclined to consume plant-based cheese if they are aware of its nutritional, sustainable and environmental benefits. For non-adopters, sensory quality, authenticity, and affordability must be addressed. Bridging these gaps could not only expand the consumer base for plant-based cheeses but also contribute to a broader dietary transition toward sustainable food systems. The introduction of hybrid cheese products could accelerate non-adopters\u0026rsquo; transition to a more plant-centered diet, as proposed by Jaeger et al. (2025)[\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e], at least among those who are not ethically or religiously opposed to plant-based alternatives.\u003c/p\u003e\n\u003ch3\u003eLimitations and future work\u003c/h3\u003e\n\u003cp\u003eThis study was conducted in a specific market (Montevideo, Uruguay), and cultural differences may have affected the generalizability of the results. Although research has focused on raw cheese, acceptance may differ if the cheese is melted or served with bread, as studied by Falkeisen et al. (2022b)[\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e]. It should be acknowledged that the expected condition was conducted with a separate group of consumers, which limits the direct comparability of the results to those that may arise from blind or informed evaluation. Future studies employing the same participants across all conditions would provide greater clarity by allowing intra-individual comparisons of purchase intentions, sensory drivers and conceptual associations. Future research should examine how targeted communication can effectively shift attitudes across different demographic groups and optimize sensory profiles.\u003c/p\u003e"},{"header":"Conclusions","content":"\u003cp\u003eThis study emphasizes the perceptions of consumers regarding plant-based cheese in a market where dairy products are predominant. Based on our findings, dairy-based cheese consistently received the highest acceptance, whereas plant-based cheese alternatives struggled to meet the expectations of the Uruguayan consumers. Our first objective, to assess how nutritional and ingredient information influences sensory perceptions, showed that sensory experience remains the most influential factor influencing liking and purchase intention, whereas product information has no effect. Based on the second objective, PBCA exhibited a mixture of positive (creamy, shiny, and smooth mouthfeel) and negative attributes (artificial flavor and strong aftertaste), suggesting a lack of flavor acceptance despite an acceptable texture and the role of fermentation in modifying the texture. Finally, in addressing our third objective, consumer segmentation based on purchase intentions revealed two distinct groups: 'adopters' and 'non-adopters.' Adopters uniquely associate PBCAs with positive nutritional, health, and environmental attributes, reinforcing their higher purchase intention. In contrast, non-adopters were characterized by unique negative conceptual associations, perceiving PBCAs as processed, artificial, and unattractive, which served as the primary barrier to consumption. Plant-based cheese alternatives should be marketed based on their environmental and nutritional benefits while also addressing sensory and familiarity concerns to broaden their appeal. These outcomes collectively validate the expected challenges in flavor and sensory acceptance while confirming the predicted potential of sustainability-oriented consumer segments for market growth.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eFunding statement\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe Agencia Nacional de Investigación y Innovación (ANII) funded this research under the grant number PD_NAC_2023_1_176879.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAuthor contributions\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eCinu Varghese: Conceptualization, Methodology, Investigation, Formal analysis, Visualization, Writing – original draft, writing – review and editing, and software. Celina Sosa: Data Curation, Investigation. Julieta Maique: Data Curation, Investigation. Ana Curutchet:\u0026nbsp;Investigation, Writing – review and editing, writing – original draft, Methodology, Conceptualization, Visualization, and Supervision. Patricia Arcia: Investigation, Writing – review and editing, Writing – original draft, Methodology, Conceptualization, Visualization, Supervision.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eConsent To Participate and Human Ethics\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study was reviewed and approved by the Ethics Committee of the Universidad Catolica Del Uruguay (Solcomet 74).\u0026nbsp;Respondents were provided with a consent form before the survey, and the questionnaire was administered only after their consent was obtained.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eConsent for Publication\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eAll authors have agreed to the publication of this manuscript.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDeclaration of competing interest\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors declare no conflicts of interest\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eGodfray HCJ, Aveyard P, Garnett T, et al (2018) Meat consumption, health, and the environment. 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J Dairy Sci 102:. https://doi.org/10.3168/jds.2018-16209\u003c/li\u003e\n\u003cli\u003eKariyawasam KMGMM, Jeewanthi RKC, Lee NK, Paik HD (2019) Characterization of cottage cheese using Weissella cibaria D30: Physicochemical, antioxidant, and antilisterial properties. J Dairy Sci 102:. https://doi.org/10.3168/jds.2018-15360\u003c/li\u003e\n\u003cli\u003e\u0026Oslash;rskov KE, Christensen LB, Wiking L, et al (2021) Imitation cheese \u0026ndash; New insights to relations between microstructure and functionality. Food Structure 29:. https://doi.org/10.1016/j.foostr.2021.100206.\u003c/li\u003e\n\u003cli\u003eGiacone L, Siegrist M, Stadelmann A, Hartmann C (2024) Consumers\u0026rsquo; perceptions of healthiness and environmental friendliness of plant-based and dairy product concepts. Food and Humanity 2:100288. https://doi.org/10.1016/j.foohum.2024.100288\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":true,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"plant-foods-for-human-nutrition","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"","sideBox":"Learn more about [Plant Foods for Human Nutrition](https://www.springer.com/journal/11130)","snPcode":"11130","submissionUrl":"https://submission.nature.com/new-submission/11130/3","title":"Plant Foods for Human Nutrition","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Springer Hybrid","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"Plant-based cheese alternatives, consumer perception, conceptual attributes, cluster analysis, Uruguay","lastPublishedDoi":"10.21203/rs.3.rs-8703177/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-8703177/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003ePlant-based cheese alternatives (PBCAs) are considered sustainable substitutes for dairy-based cheese (DB); however, their consumer acceptance remains limited, particularly in dairy-dominant cultural contexts such as Uruguay, where specific consumer insights are scarce. This study investigated the influence of sensory experience, product information, and conceptual expectations on consumer perceptions of commercially available mozzarella-style PBCAs in Uruguay. Three sessions were conducted: blind and informed tastings (n\u0026thinsp;=\u0026thinsp;110) and an expectation survey with a separate participant group (n\u0026thinsp;=\u0026thinsp;236). Liking, purchase intention, and conceptual associations were evaluated using hedonic scales, CATA questions, and cluster analyses. Dairy-based cheese consistently achieved the highest liking and purchase intention scores. Positive sensory drivers for acceptance included a smooth mouthfeel, creaminess, and shiny appearance, whereas artificial flavors and strong aftertastes reduced acceptance. One PBCA showed an acceptable texture but lacked flavor. Crucially, providing product information did not enhance PBCA acceptance, underscoring the importance of sensory experiences. Cluster analysis revealed two consumer segments: \"adopters\" (n\u0026thinsp;=\u0026thinsp;176), who are younger, have higher purchase intentions, and associate PBCAs with sustainability; and \"non-adopters\" (n\u0026thinsp;=\u0026thinsp;60), who were older and perceived PBCAs as artificial and unappealing. PBCAs hold potential among sustainability-oriented consumers, but improving flavor authenticity and sensory quality is crucial. Addressing these sensory barriers and strategically positioning products around health and environmental benefits are crucial for broadening overall acceptance and facilitating sustainable dietary shifts in the population.\u003c/p\u003e","manuscriptTitle":"Beyond Taste: Unpacking Consumer Perceptions of Plant-Based Cheese Alternatives in Uruguay Through Sensory, Information, and Expectation Analysis","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2026-02-11 05:21:14","doi":"10.21203/rs.3.rs-8703177/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"decision","content":"Revision requested","date":"2026-03-13T23:06:10+00:00","index":"","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2026-03-10T13:38:02+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2026-03-07T22:20:50+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"198850136300468340270025377130509764345","date":"2026-02-10T18:53:59+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"299954468447145445311280442475567210008","date":"2026-02-08T23:09:04+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"298354712526181120451775043763074109350","date":"2026-02-08T16:09:37+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2026-02-05T18:21:01+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2026-02-05T18:15:30+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2026-01-28T00:41:42+00:00","index":"","fulltext":""},{"type":"submitted","content":"Plant Foods for Human Nutrition","date":"2026-01-26T18:30:05+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"plant-foods-for-human-nutrition","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"","sideBox":"Learn more about [Plant Foods for Human Nutrition](https://www.springer.com/journal/11130)","snPcode":"11130","submissionUrl":"https://submission.nature.com/new-submission/11130/3","title":"Plant Foods for Human Nutrition","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Springer Hybrid","inReviewEnabled":true,"inReviewRevisionsEnabled":false}}],"origin":"","ownerIdentity":"90f5456a-8846-4ec9-ab14-7f729ae9422b","owner":[],"postedDate":"February 11th, 2026","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[],"tags":[],"updatedAt":"2026-04-20T00:08:34+00:00","versionOfRecord":[],"versionCreatedAt":"2026-02-11 05:21:14","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-8703177","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-8703177","identity":"rs-8703177","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}