Environmental concerns were the key enabler driving strong growth for oat milk in 2022. However, a challenge for plant-based milk has been that it lacks the nutritional content of cow’s milk.
During the forecast period, more consumers will turn towards dairy products and alternatives that offer fortification or functionality as they increasingly look for products that provide positive health benefits. Habits adopted during the pandemic are expected to continue as people look to develop healthier diets.
Vegan, vegetarian and plant-based alternatives, specific diets and products that can be tolerated by those who might otherwise not be able to consume such foods will see rising popularity during the forecast period. Vegan, vegetarian and plant-based claims will benefit from increasing consumer concerns about the environment and animal welfare, as well as health and wellness.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baby food and dairy and plant-based dairy For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Dairy Products and Alternatives research and analysis database.
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