19 Jul 2019

Research from Mintel shows plant-based milks increasing in popularity, especially among young consumers

New research from Mintel shows that UK consumers are increasingly branching out in their milk tastes, as almost a quarter (23%) chose to consume a plant-based milk alternative in the three months to February 2019, compared to just 19% during 2018.

The figures become more pronounced when looking at young consumers. As many as a third (33%) of 16-24 year olds opt for plant-based milk alternatives.

Emma Clifford, Associate Director of UK Food and Drink, said:

“Plant-based milk alternatives continue to make further inroads into the mainstream, with high levels of innovation activity such as the entrance of Innocent Drinks to the market in 2018. Growth in this segment forms part of a much wider plant-based movement, driven by concerns around health, ethics and the environment, as well as by consumers’ love of variety in their diets.

“The shift towards the higher-priced plant-based alternatives will carry on, helping to add value to the market overall. Consumer interest in advice on how these alternatives suit different usage occasions signals marked potential to boost usage among current users and non-users alike.”

“With volume sales of cow’s milk already on a downward trend, the fact that more young consumers are turning away from these products does not bode well for this segment’s prospects in the long-term. Efforts from the industry to remind young consumers of the benefits of using cow’s milk, and dairy more widely, for example in terms of health, are needed.” Adds Emma.