Beyond plant-based: trends reshaping alterna­tive milk

The demand for alternative milk beverages has surged in recent years, with plant-based options leading the way. However, times seem to be changing as consumers reassess their choices under various influences. Price pressures and health concerns play a major role, but sustainability and innovation are also shaping the industry landscape.

Inflation pressures on consumption

After years of growth, the alternative milk market is now experiencing a notable decline in sales. Rising living costs and price increases are affecting consumers' wallets, leading to reduced spending on non-essential purchases. Despite this, health remains a priority, and brands are increasingly focusing on functional drinks. Products like almond and soy milk are losing ground, suggesting a need for innovation and adjusted pricing to regain momentum.

Key trends in alternative milk

The current alternative milk market is shaped by several trends:

• Health and functionality: Consumers are looking for beverages that offer health benefits, including added vitamins and probiotics.
• Sustainability: The lower environmental impact of alternative milk compared to dairy is a significant factor for environmentally conscious consumers.
• Lactose-free options: Lactose-free and lactose-sensitive milk products are growing in popularity.

Brands that successfully leverage these trends may find an opportunity to strengthen their position in this evolving market.

Nielseniq.com