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The popularity of plant-based milk is permanent
The popularity of plant-based dairy products has taken significant steps during the corona pandemic. In mid-March, sales increased by more than 60%, according to figures from market bureau SPINS. The growth rate has now slowed down somewhat, although an average growth rate of 17% can still be called high. Here are 4 reasons why plant-based milk is not a mayfly.
Data shows that 4 in 10 adults in the United States now live in a household in which plant-based dairy is regularly consumed and purchased. The increasing popularity of plant-based dairy is largely due to changes in consumers' diets. More and more people are choosing to live a vegetarian or vegan lifestyle. According to the researchers of the market office, vegetable dairy products fit in perfectly with this.
They even expect that plant-based milk products will eventually be the largest category in the dairy market, although it is still difficult to predict how long that will take. In 2019, plant-based milk made up 14% of the total dairy sector, according to the latest figures from the Plant Based Foods Association. It is a growth of 5% from the year before. But why is plant-based milk here to stay?
1. Health increasingly important
One of the reasons the plant-based milk market isn't going to decline anytime soon is the fact that many consumers take their health more seriously. It is one of the few positive consequences of the corona crisis. These consumers want to ingest ingredients that boost their immunity and promote their overall health. For example, Karen Formanski, health and nutrition analyst at Mintel, previously described that 39% think that plant-based milk is healthier than 'normal' milk. In fact, 43% of the respondents draw this conclusion from the results of the annual IFIC Food and Health Survey.
However, 'normal' milk contains more calcium and vitamin D than vegetable varieties. Therefore, that conclusion is not always correct. The analyst reports. On the other hand, Formanski does indicate that more and more manufacturers of plant-based dairy products have focused on this. For example, more proteins are added to the product in order to meet the wishes of the consumer.
2. Habituation
At the beginning of the corona crisis, many supermarkets were 'looted' when it comes to non-perishable products. Pasta variations, frozen products and canned goods flew over the counter. Plant-based milk also suddenly became popular. Many buyers had never even tried plant-based milk before, according to SPINS analysts. They also report that consumers at home have also become more adventurous with cooking. In short, more was tried.
It is expected that consumers have become accustomed to the use of plant-based dairy and will continue to do so after the corona pandemic. It is important that consumers look for variety. "Normal milk, oat milk and almond milk can all be used for a different reason. This fits in with the new diet of the consumer," according to the analysts.
3. More sustainable option
The largest growth was visible in oat milk in the past period. According to SPINS figures, this grain-based drink, which has only been widely consumed in the United States for a few years, is already the second most popular type of plant-based milk. Almond milk alone is even more in demand. Oat milk sales for the 1 weeks leading up to September 52 are $6 million, up 213,35% in the refrigerated segment and a 350% increase in the shelf-life segment (versus the year before) . Analysts say sales in dollars rose 106% between mid-March and early October.
The growth can be attributed to its flavor profile, which many consumers consider richer. Oat milk is also seen as one of the most sustainable plant-based options. For example, according to the North American Millers Association, oats use little water, have fewer weeds on the fields, and contribute to erosion control. Almonds, on the other hand, are a water-intensive crop. According to research firm Mintel, 1 in 5 adults in the United States think that almond milk production is bad for the environment.
Concerns about sustainability have only increased during the corona crisis. This is also expected to remain one of the determining factors in consumer supermarket purchases in the future. About 11% of consumers indicate that they have more often switched to more sustainable options during this crisis.
4. Manufacturers Experiment
The last reason that vegetable milk cannot be seen as a one-day fly is the fact that more and more manufacturers are switching to 1 or more vegetable products in their range. For example, the superpowers Impossible Foods and Notco announced that they would start selling plant-based milk in the United States. There is also an increasing amount of experimentation with finding more flavours, such as milk based on pistachios, pecans or cashews.
In short, the market for plant-based milk is still in full development and there seems to be no end to it for the time being.
Kimberly Baker
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