Plant-based milk’s makeover: Fixing sales and perception

Plant-Based Braves the Sales Slump - The Food Institute

A recent report found consumers increased their plant-based purchases in 2024, signaling a healthy year ahead.

Plant-based milk’s makeover: Fixing sales and perception

As the plant-based milk category grapples with declining sales and consumer skepticism over nutritional benefits and manufacturing processes, companies including Califia Farms, Elmhurst 1925, Virginia Dare and Oatly strengthening their portfolios and rebuilding consumer trust with new products and education campaigns, which they highlighted at Natural Products Expo West earlier this month.

After the boom of recent years, the market for “green” foods, seen as alternatives to animal protein, has reached maturity. This meant, on the one hand, a reduction in the number of producers and, on the other, a narrowing of the portfolios of the remaining ones. Therefore, plant-based foods are no longer a novelty today and no longer arouse curiosity, being already a mainstream category.