Dairy-free milk options, such as oat and almond milk, have seen significant success in recent years, with major chains eliminating surcharges for these alternatives. The dairy alternatives market is thriving, with a predicted value of nearly $96 billion by 2033. In contrast, plant-based meat is falling behind, with sales declining and holding just four percent of Europe's plant-based food market.

Experts believe that the success of dairy-free milk can be attributed to its simplicity and ease of integration into consumers' daily routines. The rising prevalence of dairy allergies and lactose intolerance, as well as the growing number of consumers adopting plant-based diets, are major drivers of the dairy alternatives market. However, experts remain optimistic that with improvements in taste, affordability, and messaging, plant-based meat products can still catch up and compete with dairy-free milk in the market.