According to recent research by the Good Food Institute, sales of dairy alternatives in Europe have grown by 49% between 2020 and 2022. This growth is expected to continue, with the global alternative dairy market projected to reach over $60 billion by the end of the decade. Health concerns, environmental issues, and animal welfare are the main factors driving consumer interest in plant-based milk.
A new study conducted by the University of Hohenheim in Germany examined the drivers and barriers of plant-based dairy consumption in EU countries. The researchers analyzed the differences and similarities between Denmark, Germany, France, Italy, Poland, and Spain, representing different regions of Europe. The study found that Germany has the highest sales and the greatest market potential for plant-based dairy alternatives. Germany stands out for its strong innovation in this area, with many small start-up companies emerging. On the other hand, Poland, Spain, and Italy were found to be more hesitant to replace dairy with plant-based alternatives for various reasons, including cultural preferences, taste concerns, and the perception of conventional dairy as healthy.
To reach more consumers, manufacturers need to develop products with improved formulations and more product variants. Taste is important but does not necessarily need to mimic the flavor of conventional dairy. Information about plant-based dairy products is crucial for curious consumers. Providing easy access to information on packaging or at the point of sale can help consumers make informed decisions.
Education level and sociodemographic factors were not found to have a significant influence on the frequency of plant-based dairy consumption. The study concludes that understanding the drivers and barriers of plant-based dairy consumption can help guide innovation in the food and beverage industry, especially in terms of sustainability and meeting consumer demands.
This study, published in Food Quality and Preference, sheds light on the prospects for plant-based and animal-based dairy products in Europe. The findings provide valuable insights for businesses operating in the food and beverage industry, particularly in terms of product development, marketing, and sustainability efforts.