YOSOY: “Innovation Is What Prevents an Established Category From Stagnating”

Sandra Gómez, Key Account Manager for the Horeca channel at YOSOY, discusses the rapid expansion of plant-based drinks in the hospitality sector, with coffee driving most growth. She emphasizes the role of innovation in revitalizing the barista category, offering flavors like matcha and chai to prevent stagnation. Consumers are seeking clean, creamy, and additive-free plant-based options that perform well with coffee, leading to the reinvention of everyday products to deliver higher quality and versatility.

YOSOY differentiates itself by offering a complete barista range without additives or added sugars, focusing on performance in professional coffee machines. With oat as the leading base in the market, YOSOY expects the barista category to continue growing through innovative flavors and expanding applications beyond hot coffee. Despite a slowdown in market growth, YOSOY has outperformed the category, gaining market share and strengthening its position in the plant-based drinks market, especially in the horeca channel where penetration is on the rise.