Consumers Turn Away from Plant-Based Milk

Consumers Turn Away from Plant-Based Milk

Haylie Shipp
Haylie Shipp
It’s time for your Southeast Regional Ag News. On the Ag Information Network, I’m Haylie Shipp.

If you listen tune in to our program, you know that I love a food trend. And we have seen a food trend in the beverage industry as of late with a label of “milk” on beverages that are not traditionally dairy. However, that food trend could be on the downslide according to Alan Bjerga. He is the Senior Vice President at the National Milk Producers Federation and recently he spoke to our network’s Bob Larson…

“Plant-based beverages are down, in terms of consumption. Their volumes are down versus a year ago. This has been the case since at least February. This isn’t a flash in the pan.”

Which, Bjerga says was bound to happen…

“People just aren’t drinking these beverages like they have been in the past and when they are drinking more of one beverage, say oats for example, it’s coming at the expense of a different kind of plant-based beverage. They’re cannibalizing their own audience now. These are all the indications of a maturing market and that image of the scrappy upstart just no longer holds.”

Bjerga says, with these new products, they grow until the novelty wears off…

“We’re starting to see that in plant-based. That’s to be expected. It also should have been expected all along, but some people bought into the marketing hype.”

Again Alan Bjerga, Senior Vice President at the National Milk Producers Federation, talking to our network’s Bob Larson.

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