Subsequently, MDS shows the two-dimensional perceptual map and indicates that milk packaging was separated into five groups, yoghurt packaging in six groups and yoghurt drink in four groups (Table 2). Figure 2 shows the clusters for the product category milk, Figure 3 for the product category yoghurt and Figure 4 for the product category yoghurt drink. For milk packaging, an overlap is found between the impressions ‘trust’, ‘pure/old-fashioned’ and ‘biological/natural’. This indicates that there is no clear or striking distinction between those impressions for this product group. Comparable findings apply for the product group yoghurt; in this case,