The sustained increase in the market share of plant-based foods clearly states that the adoption rate increased substantially in the last two years. Moreover, more consumers are turning to plant-based options as it aligns with their values and desires to have a positive impact on personal and environmental health. ConsumerIntel360 in its recent survey found out that, F&B companies are entering the alternative milk space to gain more market share in the last four to six quarters.
In December 2021, Hawaii-based PlantBaby, a direct-to-consumer nutrition brand, announced the launch of Kiki Milk in two varieties – original and chocolate. As per the company, it is a certified organic, clean-label, dairy-free milk designed to meet the nutritional needs of growing children. Specifically, the product is made up of nourishing ingredients such as oats, sprouted pumpkin seeds, hemp seeds, coconut, and Aquamin. This has created a blend that is rich in omega and provides sufficient plant-based calcium and protein much needed in the growing years of the children.
All the ingredients of the product are non-GMO and rigorously third-party tested, verifying that they are free from glyphosate and heavy metals. Also, Kiki Milk is free of seed oils, gums, refined sugars, natural and artificial flavors, or common allergens like soy or gluten, making it suitable for kids, adults, and anyone with a sensitive stomach.
Similarly, in July 2021, a Swedish start-up, Dug, first came up with a potato-based vegan milk alternative. Apart from using the potato as a base, the company used pea protein, maltodextrin, chicory fiber, rapeseed oil, and natural flavorings and fortified the drink with vitamins including D, B12, and folic acid.
The company claims to have an edge against all other plant-based milk products since it is far more sustainable than the other alternative milk. Particularly, the product uses less land and half the amount that farming oats need. Also, in terms of water use, Dug uses 56-times less water than almond milk. Therefore, it is a super sustainable drink.
Moreover, plant-based milk producers are expanding their distribution network to gain market share. For instance,
In March 2022, Italian plant-based milk, Koita Foods, expanded its product line in the United States through distributors United Natural Foods, Inc. (UNFI) and KeHE Distributors. Notably, Koita's non-dairy, vegan milk is characterized by gluten-free, non-GMO, and free of carrageenan. Additionally, the product has three flavors that are certified to be organic. These products are claimed by the company to be prepared with ingredients grown in the Italian Alps, one of the purest soils in the world. Also, all of Koita's milk is produced in Italian factories following strict cleanliness guidelines.
For a decade, the brand had been experimenting with first-generation plant-based milk alternatives based on soy protein. Subsequent product development took place in the second and third generations of products that delivered much-improved taste profiles. This is the middle of the fourth wave of product development, and brands are concentrating on protein fortification as brands race to close the protein gap between plant-based options and conventional kinds of milk. Therefore, with the use of innovative ingredients, brands are developing products that directly replace animal products attracting not only the vegan consumers but also the flexitarians with the shift in the taste and preference.
To know more and gain a deeper understanding of the global plant protein industry, click here.
