Summary

This study examines the landscape of infant nutrition in Italy, specifically focusing onplant-based infant formula - also referred as breastmilk substitutes (BMS) – as analternative to traditional dairy-based products. As concerns about dairy allergies and the environmental impact of milk production grow, parents seek plant-based alternatives for their children, leading to increased demand in this niche market. However, scepticism among Italian parents about plant-based diets persists. The research aims to uncover Italian parents' attitudes towards plant-based infant formula and the factors influencing their choices. The main research question reads: “To which degree would Italian parents and caregivers consider utilising plant-based breastmilk substitutes for their children?”. To support the main question, four sub-questions have been formulated, investigating the demographic factors of influence, the most favoured plant-based ingredients in infant formula, the importance of product attributes and quality marks, and the misconceptions and drawbacks concerning plant-based nutrition in infants.