Soya milk made its commercial debut in 1910 and, since then, has provided a vital alternative for those who want to avoid animal milk. Plant-based milk, however, serves a more complex purpose than its meat alternative counterpart. Not limited to environmental, ethical, or religious motivations, plant-based milk offers a solution for people who are lactose intolerant. This market is far from small, considering that lactose intolerance is prevalent among a significant percentage of the global population. For instance, 85% of people in China are lactose intolerant and some countries, such as Ghana, Malawi, Yemen, and South Korea, report a lactose intolerance rate of 100%. Interestingly, lactose intolerance rates are also high in some European countries, such as Italy at 72% and Ukraine at 61%.
In addition, the dairy industry is a significant emitter of greenhouse gases, accounting for 3.4% of total global emissions, almost twice as much as that of aviation. This factor, along with ethical reasons, has led many vegans to reject animal milk due to the cruel treatment dairy cows undergo. Dairy cows are often kept artificially in a state that enables them to produce considerable amounts of milk, leaving them exhausted and in pain. From a health perspective, while most plant-based milks have lower protein and iodine content than dairy milk, they are lower in saturated fat, which is often linked to health complications.
The plant-based milk industry must understand their target audience and the reasons why people choose to forego dairy. According to a survey conducted by market research company Euromonitor International, over 30% of people consume plant-based milk to feel healthier. By contrast, less than 10% cited an allergy/intolerance to dairy, and 19.4% said they prefer plant-based milk because it is more easily digestible. Nevertheless, it is essential to distinguish between people with a true intolerance and those who choose plant-based milk due to lactose’s bad reputation. While lactose intolerance rates among respondents were relatively small, many believed that plant-based milk is easier to digest than dairy milk.
While climate change and animal agriculture link is a major driver for plant-based milk, it ranks lower than health reasons for this category. Globally, ethical, and environmental factors account for just 12.3% and 12.8% of reasons for choosing plant-based milk, respectively. In some countries like the UK and Germany, animal welfare is the second most significant response after health reasons.
In conclusion, plant-based milk offers a valuable alternative to animal milk and meets the demands of lactose intolerant individuals. The preference for plant-based milk centers on health benefits, along with environmental, ethical, and, in some cases, animal welfare factors. As the plant-based milk industry continues to grow, it is necessary to identify target consumers and their motivations.
