(ENG)The Downfall of Plant-Based Milks: Why This Once-Popular Alternative is Losing Steam

The once-prominent plant-based milk market is now experiencing a slowdown in growth.

 

With the rise of various alternative milks like almond, oat, and soy, these options gained explosive popularity among health-conscious and environmentally-aware consumers. However, in recent years, the market share of these alternative milks has either stagnated or declined.

 

Factors such as rising prices, the dairy industry's strong countermeasures, and increasingly complex consumer standards are all significantly impacting this market.

In this regard,

I introduce the program titled "The DOWNFALL of Plant-Based Milks" from Future Proof in August 2024.

Reference: Youtube channel "Future Proof"

Future Proof 발췌

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1. Rise and Slowdown of Plant-Based Milks (00:00 ~ 01:44)
Despite the surge of plant-based milks (e.g., almond, oat, and soy) in mainstream markets, recent years have shown a slowdown in growth as cow's milk regains popularity. The shift reflects changing consumer trends and increasing competition in the milk market.

Future Proof 발췌

 

2. Social Influence and Hierarchy Among Plant-Based Milks (02:23 ~ 03:37)
Plant-based milk choices now carry social implications, especially among younger consumers, with certain types (like oat milk) viewed as environmentally superior. This trend reflects broader cultural values and the social dynamics of consumer choices.

Future Proof 발췌

 

3. Lobbying and Labeling Controversy (05:17 ~ 07:31)
The dairy industry's lobbying efforts have aimed to limit plant-based milk labeling, arguing that these products are not true "milk." This push led to legal debates and policy changes in the U.S. and Europe, influencing consumer perceptions and availability. 

Future Proof 발췌

 

4. Consumer Shift and Challenges in Plant-Based Milk (09:13 ~ 10:16)
Consumers have shown concerns about the nutritional content, added sugars, and higher prices of plant-based milks. These factors contributed to a decline in plant-based milk sales by 7.2% in 2023, as some turn back to dairy for affordability and familiarity.

 

 

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5. Dairy Industry's Response to Competition (11:26 ~ 12:31)
In response to plant-based alternatives, the dairy industry has diversified with options like organic, lactose-free, and protein-enriched milk, aiming to appeal to health-conscious consumers and adapt to changing dietary trends. This competition continues to shape the evolving "milk wars."

Future Proof 발췌

 

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While plant-based milks remain popular, it’s true that their growth is no longer what it once was.

 

The powerful lobbying efforts of the dairy industry, price competitiveness, and complex nutritional and ethical issues have made it challenging for plant-based milks to recapture their previous explosive growth.

 

However, it’s unlikely that they will completely disappear or be pushed out of the mainstream. Instead, it seems we are entering an era of "milk wars," where dairy and plant-based alternatives coexist, each maintaining their unique value.