Report: 53% of Consumers Who Have Stopped Drinking Plant-Based Milk Are Likely to Return to the Category

A recent report by Oddlygood reveals that 53% of consumers who have stopped drinking plant-based milk in the last year are likely to return to the category. The study, which surveyed 2000 UK consumers, found that the majority of those who stopped consuming milk alternatives were young, with 49% under 35 years old. Factors such as clear health information on pack, taste, and price were identified as key motivators for resuming consumption.

Interestingly, non-users expressed a preference for trying coconut milk over more popular plant-based alternatives like oat milk. Rude Health, a brand owned by Oddlygood, has seen significant growth in this area, with their Organic Coconut Drink now being their top-selling product. The report also highlights barriers to the adoption of plant-based yogurts and desserts, such as taste perceptions and concerns about product quality. Addressing these issues could be crucial in attracting lapsed users back to the category and reaching new consumers who have yet to try plant-based options.