CHANGING CONSUMPTION NEEDS

According to data from global packaging company Amcor, most consumers of non-dairy milks actually flit between that and dairy; around 45% of consumers regularly choose both, with exclusively 4% opting for plant-based exclusively. Such data suggests that most consumers still want cow’s milk, or at least choose it for certain occasions and serves; after all, a good cup of tea just isn’t the same with oat milk.

When consumers do make the switch, data from Mintel suggests that one of the key reasons for choosing plantbased milks is their nutritional functionality. Whereas some brands add immunity boosting ingredients and additional vitamins, according to 38% of plant-based milk drinkers its actually high protein claims that they’re looking for, with half of consumers wanting a higher protein content from their plant milks. Yet, this is an area in which dairy has them naturally beat.

Nutritional Ethics

So, if nutrition and ethical production are the leading motivator when it comes to purchase, is cow’s milk set to make a return? There’s some brands that are beginning to prove that may be so. Ethical dairy brands in the US and UK are leading a charge to set a new standard in milk production, delivering an all-natural cow’s milk, naturally high in nutrients. No, the repetition isn’t a mistake, we want you to know it’s allnatural, okay?

For example, one leading oat-based brand contains 1g of protein per 100ml, whereas cow’s milk contains 3g.

Other motivations that remain important, are sustainability. Research by IBM indicates that almost 60% of consumers are willing to change their shopping habits to reduce environmental impact. While a quarter of dairy consumers are interested in products that guarantee sustainable farming practices.

Scotland’s The Ethical Dairy uses what it describes as a pioneering new method of production, keeping cows and calves together for five months, instead of just days, allowing them to naturally wean. Though not great for yield - each calf consumes around a third of the milk its mum produces – its much better for the livestock’s welfare, meaning the farm has been able to reduce the amount of antibiotics it usually uses on its herd by 90%; good news for consumers looking for products to be as natural as possible.

In the US, Kind or Ahimsa milk is produced in a way that also allows cows and calves to remain together for longer. The purely grass-fed cattle are allowed to remain together as long as they like, usually for at least three months. There’s no forced pregnancies, use of growth hormones and male calves are kept rather than being sent to the meat industry.