Plant-based dairy substitutes have been gaining popularity in recent years, but consumer perspective on these products is still relatively unexplored. The purpose of the study was to investigate the potential of plant-based dairy alternatives, including consumers' motives and the barriers to embracing this food category. A qualitative study (24 focus groups, 154 respondents) was conducted in three countries: Poland, Germany, and France. The study allowed us to describe the reasons for using dairy substitutes (curiosity, health reasons, influence of others), their perceived advantages, and the barriers to their use. The study also showed that the role of dairy differs between the surveyed countries and is related to culinary traditions. As a result, attitudes towards and motives for using dairy substitutes differ in the different countries.
Keywords: consumer study; plant-based dairy alternatives; qualitative research.