A recent survey conducted by Danone Germany in collaboration with INNOFACT found that nearly half of German respondents now regularly consume plant-based milk alternatives. Usage is highest among individuals aged 18 to 29 and families with children, with oat milk being the most popular variety. Health-related factors and concerns about animal welfare were the top motivations for choosing plant-based options, with taste and value for money also influencing purchasing decisions.

Nutrient fortification is becoming increasingly important to consumers, with a majority expressing a preference for fortified plant-based milks. Despite this, there is low awareness of the tax policy regarding plant-based beverages in Germany, with many supporting a reduction in VAT for these products. Danone emphasized the importance of communicating the benefits of added vitamins and minerals in plant-based alternatives and committed to advocating for fair conditions in the market.