Oat milk has become the plant-based milk of choice, according to the latest research from Mintel, as sales of the trendy, non-dairy substitute almost doubled between 2019-20. Brits spent a hearty £146 million on oat milk in 2020, up from £74 million in 2019. By contrast, consumers spent £105 million on almond milk in 2020 compared to £96 million in 2019, resulting in oat overtaking almond to become the nation’s number one selling vegan milk. This comes as total spend on plant-based milk* reached £394 million in 2020, increasing 32% from 2019 when it was worth £298 million. Meanwhile, sales of cow’s milk reached £3.2 billion in 2020.
A record one in three Brits now drink plant-based milk** with usage up from 25% in 2020 to 32% in 2021, and almost 44% of Brits aged 25-44 are plant-based milk users. Usage of standard cow’s milk continues to be lower amongst younger consumers, dropping to 84% of 16-24s compared to 96% of those aged 65+.
Almost a quarter (23%) of adults agree that plant-based milk is better for them than cow’s milk, while half (50%) of adults agree people’s milk choices make a difference to the environment. Overall, a quarter (26%) of adults agree the COVID-19 outbreak has made vegan/plant-based food and drink more appealing to them, rising to 38% of under-35s.