Alpro, a leading plant-based dairy brand, has experienced significant growth in sales of its milk and yoghurt alternatives in Europe, particularly among young consumers. The brand, owned by Danone, has seen high single-digit growth in plant-based beverages and double-digit growth in plant-based yoghurts, with Spain emerging as a key market. Alpro has also focused on improving taste and nutrient content to attract consumers, launching a kid-centric range and a 5 Essential Nutrients range to address concerns about nutrient deficiencies.

Despite its success, Alpro is not planning to venture into vegan cheese or blended protein categories, opting to focus on expanding within its current product offerings. The company believes that young consumers, who are increasingly adopting plant-based diets, desire clean labels, nutrient-rich products, and unique sensory experiences. However, regulatory challenges, such as potential bans on using meat-like terms for vegan products, pose complexities and costs for the plant-based sector, impacting both producers and consumers.