PLANT BASED DAIRY ALTERNATIVES 2022
Winning new target groups
Growth opportunities for plant-based milk
alternatives and hybrid products
In the booming market for plant-based alternatives,
the milk alternatives segment alone has
posted annual growth rates of almost 25 percent
since 2015. The new segment of hybrid products now
offers additional opportunities.
According to Innova Market Insights, Western
Europe is the largest market for dairy alternatives.
58 percent of the plant-based variants launched
globally between 2015 and 2020 came to market in
Western Europe. North America is in second place
with 22 percent. Looking at the different segments,
the number of product launches is increasing in all
areas - from dairy drinks and yoghurt to ice cream
and frozen yoghurt to cheese and desserts. By far the
biggest growth is in plant-based alternatives to dairy
drinks. Here, Innova Market Insights forecasts annual
sales growth of 13.4 percent by the end of 2022.
The main drivers are flexitarians in particular. According
to market research, around 40 percent of
consumers belong to this target group. The reasons
for the reduced consumption of animal products vary.
On the one hand, flexitarians like to try out new products,
on the other hand they attach importance to
healthy nutrition. Other significant aspects are tasty
enjoyment and a special brand loyalty. In Germany,
new enjoyment experiences and animal welfare are
the strongest drivers, followed by taste experience,
climate and environmental protection and health.
Taste and texture determine success
"The consumer surveys once again highlight the importance
of taste and indulgence for flexitarians,"
comments Dr Dorotea Pein, Head of Product Management
Planteneers." In fact, the results have long
since ceased to be a secret. We've known since the
launch of the first products that plant-based alternatives
only establish themselves successfully in the
market if they convince in terms of taste and texture."
38 · January/February 2022 ¦ international-dairy.com
Plant-based products should have a
creamy or elastic texture and convey
a pleasant, familiar mouthfeel
(photo: Planteneers)
And precisely these factors are always a challenge
when developing new plant-based products. When it
comes to taste, it is important to avoid off-key. Depending
on the product, the texture should be creamy
or elastic and convey a pleasant, familiar mouthfeel.
In addition, the product should look appetising and
delicious and allow for a simple manufacturing process.
"All these requirements can be implemented very
well with hybrid products," says Dr Pein. Hybrid products
are a new category in the dairy sector. They consist
of animal and plant components and appeal to all
those consumers who want to reduce their consumption
of animal products for ethical or health reasons,
but only want to make minor compromises in terms
of taste and consistency. The core target group is
therefore consumers who like to experiment and try
something new. This primarily includes users of classic
dairy products as well as flexitarians who hardly
/international-dairy.com
