Long live diversity and increased consumer choice!

Just a few years ago, milk alternatives were considered a rather exotic addition to supermarket shelves. But not any more. Today, more and more consumers are turning to plant-based drinks, and foods too, and not necessarily because they have a dairy intolerance. In truth, there are many other factors involved, such as a desire for increased variety and new taste experiences, as well as health, ethical and ecological concerns. In figures: Last year alone, milk alternatives registered a volume growth of more than 45 per cent in Germany, with buyer reach steadily increasing from around 24 to 35 per cent over the past four years. And there is every reason to believe that this trend will continue for quite some time. The market research company GfK even went so far as to describe the market for milk alternatives as "crisis-resistant" last year.

Here you can learn more about this dynamic market segment, and explore our customers’ exciting product concepts.

Who knew?

  • In the past four years, the number of vegans in Europe has doubled.
  • About 2 per cent of Europeans follow a vegan diet, and about 3 per cent are vegetarian.
  • More than 20 per cent of Europeans consider themselves flexitarians, while in Germany it is already as high as 30 per cent.
  • 59.1% of flexitarians think sustainability and environmental protection are very important when food shopping
  • 57.1% of European flexitarians can imagine switching to a vegetarian and 7.9% to a vegan diet in the future

Source: Veganz Nutrition Study 2020

“Sales and launches of plant-based drinks have been reignited by the pandemic as consumers scrutinize the health and ethical credentials of products. Dairy drinks brands will have to reassure consumers on both topics to survive. Fermented dairy will do better as consumers make a clear connection between live bacteria and immunity. Post-pandemic, people will examine how companies have helped their workers during the crisis. Dairy brands have an opportunity to zoom in on the support they give to their suppliers and farmer communities to convert to sustainable practices.”

Ophelie Buchet – Global Food & Drink Analyst, Mintel

Market Radar

Arla Foods offers plant-based drinks under the JÖRÐ brand

  • Arla Foods entered the plant-based beverage segment last year with the JÖRÐ brand.
  • Currently, three flavours are available in our Pure-Pak® Sense 1L with Natural Brown Board in Denmark and the UK: Oats, Barley and Hemp.
  • Market launches in Sweden and other countries are set to follow.

More information about JÖRÐ

"Friendly Vikings" want to conquer the world with purely plant-based products

  • Justoportti - distributed internationally under the "Friendly Viking" brand - offers consumers a wide range of milk substitutes based on Nordic oats, which are free of artificial sweeteners and preservatives.
  • Packaged in our CO2-neutral Pure-Pak® Sense Aseptic beverage carton, the Finnish company aims to conquer nothing less than the entire world with its vegan, plant-based drinks.

More information about Friendly Viking’s

Havredals takes off with plant drink in retro design

  • The first product of the Swedish brand Havredals has been on the market in our Pure-Pak® Sense Aseptic 1L since 2020: An oat drink in a chic retro design that is particularly full-bodied and creamy in taste, thanks to a special manufacturing process.
  • The company says it was founded "for the health of the planet". Its goal is to develop purely plant-based products that are healthier and more sustainable.
  • The start-up's latest product has been on the market since February 2021: a purely plant-based cooking cream made from oats and rapeseed oil.
  • In the long term, Havredals not only wants to bring tasty vegan alternatives to the market, but also products with additional health benefits that can contribute to the prevention of common health complaints, such as cardiovascular disease, diabetes and obesity.

More information about Havredals

Second largest Czech dairy offers new vegan range

  • In the Czech Republic, the country's second largest dairy OLMA has launched its new vegan, oat-based product range, including the Green Day oat drink in our 750ml Pure-Pak® Sense Aseptic with Natural Brown Board.
  • The product is sourced from regional sustainable agriculture, and designed to contribute to a balanced and varied diet.
  • The new purely plant-based drinks and yoghurts appeal not only to vegan consumers, but also those who occasionally crave products free from animal ingredients.

More information about OLMA

Kavli fills vegan yoghurts and drinks on newly installed Aspetik filling machine from Elopak

  • Since February this year, the company Kavli has enriched the Scandinavian market with a large selection of purely plant-based yoghurts and drinks under the brand Planti.
  • The conventionally produced "Soygurt" is available in our Pure-Pak® Sense Aseptic 1L, and the organic range comes in Pure-Pak® Sense Aseptic 750ml with Natural Brown Board. The polyethylene in the cap is based on the renewable raw material tall oil, a by-product of pulp and paper production.
  • Kavli has recently started using our Pure-Pak® Aseptic Filling Machine E-PS120A for aseptic filling.

More information about Kavli

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