A recent survey conducted by Oddlygood, a Finnish plant-based milk company that acquired UK-based Rude Health, found that over half of Brits who have stopped drinking plant-based milk are willing to return to the category. The survey identified health as a top concern for consumers, with clear on-pack health information being the most influential factor in drawing lapsed users back to plant-based milk products. Taste and price were also significant factors in winning back consumers.

The survey also highlighted the potential for coconut milk to attract non-users to the plant-based milk category, as it is seen as familiar, indulgent, and versatile. Overall, the plant-based milk category in the UK remains strong, with room for growth and potential to engage new consumers through flavor innovation, quality assurance, and creative communication strategies. Brands that deliver on taste, transparency, and identity are well-positioned to drive growth in the plant-based milk sector.