Consumer base evolves, product developers center innovation on a variety of market insights
‘The Plant Based Revolution’ is number two of the Top 10 Trends highlighted by Innova Market Insights for 2020 and the dairy alternatives category represents a key battlefront in this consumer-driven revolt.
A new report from Innova Market Insights on the global dairy alternatives market highlights the complexities of the consumer picture, however, with no single factor driving the rise in purchase rates. Lactose avoidance is still a more important issue than veganism, although the vegan juggernaut is certainly not slowing down and will inevitably play a growing role in future demand. But it is the flexitarian movement – led by western markets – that appears to be having most impact on current growth: in nine countries surveyed, an average of 32% of consumers said they bought dairy alternatives simply ‘because they’re healthier’ and 27% ‘because they bring variety to my diet’, helping to incorporate more plant ingredients.