Plant-based dairy adoption challenges summary
- Plant-based dairy still faces adoption challenges
- Many consumers are sceptical about health benefits and want to know what ingredients it contains
- Taste and texture remain important to consumers
- While cost is still a barrier, some consumers are interested in premium products
- More than half of consumers view plant-based drinks as meant for vegans
Plant-based dairy is an entirely separate category from plant-based meat. As a consequence, it can sometimes be perceived as having its own rules.
Older and in some ways more established than its meat substitute counterpart, plant-based dairy is widespread and has long since escaped its status as a niche product.
Nevertheless, there are still significant barriers to adoption. Many of these barriers are similar to those faced by plant-based meat.
A new report by plant-based brand Rude Health and its parent company, Oddlygood, explores consumer reluctance to embrace the sector.
Concerns around health
There is still significant scepticism around health in the plant-based diary category, explains Nina Gillsvik, global CMO for the Oddlygood Group. Consumers are often unsure what ingredients the products contain.
“Being clear on what the health benefits are, understanding what kind of health people are looking for when consuming plant-based,” is integral to getting consumers on board, she explains.
Making ingredients as clear as possible on packaging makes a difference, adds Tim Smith, CCO at Oddlygood Group, assuring consumers they know what they’re getting.
Around 33% of consumers who already use plant-based dairy are looking for clear and accredited health information on pack, while 27% want confidence in natural ingredients.
Consumers are more and more concerned about what’s in the products, and are keen to see what ingredients they contain.
Taste and texture
Taste is still a barrier for many consumers, who are sceptical that plant-based dairy will live up to the expectations set by conventional dairy.
The texture also plays a key role for many consumers, explains Oddlygood’s Gillsvik.
However, while a significant number of consumers want a product that tastes like dairy milk, this is not necessarily the case for all. Many want new tastes.
When tastes are new, such as when products include the addition of indulgent flavours like tiramisu, consumers are more keen to try them.
Cost and premium
Cost persists as a barrier for adoption, especially when compared to conventional dairy.
Of those consumers that don’t drink plant-based milk, 22% said that plant-based drinks were too expensive, and 19% would consider consuming it if the price was the same or lower than dairy milk.
Around 18% are dissuaded from trying plant-based milk because they don’t want to waste money on a large bottle, in case they don’t like it.
However, explains Gillsvik, there is also an appetite for premium products, particularly within the plant-based dairy space.
Only for vegans?
A significant amount of respondents – 51%, in fact – believed that plant-based drinks were only for vegans.
Encouraging consumers to try plant-based dairy often centres around perception, explains lifestyle behaviour change specialist Dr Heather McKee.
“Lowering barriers for entry” is key, she explains. Manufactures must make it exciting to try plant-based milk.
Consumers shouldn’t feel that they have to become vegan, but instead simply see the product as a new experience, a new string to their bow.
In short, creating an identity around it should not be seen as necessary for adoption.
