How Consumers Make Sense of Hybrid Dairy‐Based Foods: A Multistakeholder Qualitative Study

ABSTRACT This study employed a qualitative approach to investigate perceptions of hybrid products that combine dairy and plant‐based ingredients. To this end, five virtual focus groups were conducted, involving different stakeholders related to the hybrid products market, including groups of omnivorous individuals, vegetarians, lactose‐intolerant individuals, professionals working in the dairy processing industry, and professionals from the plant‐based products industry. A semistructured script was used to guide—rather than constrain—the discussions, allowing the conversation to flow through various strategic themes without limiting participant contributions. The focus group methodology was grounded in the principle of enriching the information that emerges from interaction among individuals. Additionally, the sessions incorporated the projective word association technique, enabling participants to explore sensory expectations, product identity, labeling concerns, and regulatory perceptions of hybrid dairy products. The results showed that positive perceptions of hybrid products depend on clear communication, sensory appeal, and the healthiness conveyed to the consumer. While some individuals viewed hybrid dairy products as innovative and functional solutions, others questioned their naturalness or ethical coherence. Differences between groups highlighted the influence of dietary habits and professional context, and the findings deepen the understanding of consumer interpretations and inform strategies for the development and positioning of hybrid products.