IDM ¦ FMCG Gurus Column
The Rise of Dairy
Alternatives
Author:
Will Cowling, Marketing Manager at FMCG Gurus.
For more information, please contact info@fmcggurus.com
In recent years the concept of the flexitarian has grown considerably
with many people looking to reduce or eliminate dairy
and meat-based products from their diets. This can be linked to
two key concerns, firstly consumers are looking to address their
health and wellness, and secondly consumers are becoming more
conscious about the state of the environment, as they look to reduced
their carbon footprint. Both of these concerns have been
intensified as a result of the pandemic as consumers are now more
than ever before actively looking to address their diets in order to
lead a healthier and more sustainable diet. So, will this demand for
dairy alternatives continue to grow?
There is a growing proportion of consumers across the globe
who are adopting a diet based around the avoidance and moderation
of animal produce. FMCG Gurus consumer insights show that
41% of global consumers are now choosing to turn to eating and
drink dairy alternatives as a source of protein in their diets. Although
consumers are turning to dairy alternatives, 78% of global
consumers still state that they eat and drink dairy as a source
of protein. The high proportion of consumers who also say that
they turn to real dairy products means that there is some overlap
between traditional cow-based products and plant alternatives.
These figures show how the flexitarian diet is on the rise, with a
high proportion of people looking to modify their intake of dairy
as opposed to eliminate it completely from their diet.
When it comes to consumers who are turning to dairy alternatives
there a number of core reasons to why consumers are
making this switch. Firstly, FMCG Gurus insights show that 63%
of consumers who eat or drink dairy alternatives as a source of
protein, do so because it is better for the environment. 62% of
these consumers then state that they believe plant-based alternatives
are healthier than regular products. This serves to highlight
16 · March/April 2022 ¦ international-dairy.com
how people are adopting the notion of good for me, good for
the earth, believing that the issues of health and sustainability are
interlinked. Therefore, this is something that will drive demand for
dairy alternatives over the next five years, with the proportion of
people identifying themselves as flexitarian rising.
Although plant-based alternatives have been associated with
health in recent years, this does not exclude them from having barriers
to purchase within the market. FMCG Gurus research shows
that one of the key barriers is affordability. The insights show that
51% of global consumers believe that plant protein products are
more expensive than animal-based protein. Premium prices within
the better-for-you ranges is something that will be a challenge for
consumers, especially in a recessionary environment where consumers
are looking to reduce spend and save costs on food and
drink products. As such, it is important that as well as leveraging
health and sustainability traits, dairy alternatives are also deemed
affordable.
Sensory appeal must also be address as one in 4 consumers
state that plant protein products are less tasty than animal-based
protein. Although health and sustainability claims are key considerations,
sensory appeal still remains the primary purchasing motivator.
This is especially true in an environment where consumers
are looking for moments of indulgence for escapism to deal with
everyday pressures of life. This is highlighted as 71% of consumers
state that taste is the most important factor when buying dairy
alternatives. 67% of these consumers also believe it is important
that dairy alternatives taste the same as dairy products. Therefore,
it is crucial that products offer reassurance that they can replicate
the experience of eating and drinking real dairy products from a
sensory perspective to reduce these barriers to purchase within
the market.
(photo: baibaz/adobe.com)
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