- Research from Mintel showed that cow's milk is falling out of favour with the younger generation
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New research from Mintel has revealed that 23% of Brits have used plant-based milk alternatives in the three months up to February 2019, up from 19% in 2018. The use of cow’s milk is falling in popularity with 16-24-year-olds, dipping from 79% in 2018 to 73% this year.
The report also stated that cow’s milk did still account for the vast majority of white milk sales in 2018 (96%), but usage of this milk is skewed towards the older consumer, within the over 45’s category, at 92%. Health, as well as environmental and ethical concerns were listed as the top reasons for the changes to plant-based alternatives.
Emma Clifford, associate director of UK Food and Drink, said, “Plant-based milk alternatives continue to make further inroads into the mainstream, with high levels of innovation activity such as the entrance of Innocent Drinks to the market in 2018. Growth in this segment forms part of a much wider plant-based movement, driven by concerns around health, ethics and the environment, as well as by consumers’ love of variety in their diets. The shift towards the higher-priced plant-based alternatives will carry on, helping to add value to the market overall. Consumer interest in advice on how these alternatives suit different usage occasions signals marked potential to boost usage among current users and non-users alike.”