As National Plant Milk Day approaches, it’s the perfect time to spotlight the ever-growing plant-based milk market in the U.S. Over the years, plant milk has transitioned from a niche product to a staple in many households. Consumers are increasingly turning to plant-based alternatives, whether driven by dietary preferences, lactose intolerance, or environmental concerns. Here’s a deep dive into the current trends, popular brands, and consumer behaviors shaping the U.S. plant-based milk market.

Top Plant Milk Brands and Their Market Share

A few key players dominate the plant-based milk market:

1. Almond Breeze: 48%
2. Oatly: 17%
3. Silk: 8%
4. Califia Farms: 5%

These brands lead the market, with Almond Breeze holding nearly half the market share. Their dominance is a testament to their strong brand presence and wide product offerings. Other brands like Planet Oat, Chobani, and So Delicious are making inroads, but they each account for less than 1% of the market, indicating that the competition is fierce at the top.

Popular Plant Milk Flavors

The diversity of flavors in plant-based milk caters to a broad range of consumer preferences. Here’s how the flavors stack up:

• Almond Milk: 56% of sales – Almond milk continues to be the most popular plant-based milk, known for its mild flavor and versatility in recipes and beverages.
• Coconut Milk Beverages: 21% of sales – Particularly popular when mixed with fruit juices, coconut milk is gaining traction, especially among consumers seeking a tropical twist.
• Oat Milk: 13% of sales—Oat milk is on the rise over the past 3 years. It is appreciated for its creamy texture and suitability as a dairy milk substitute, especially in coffee.
• Soy Milk: 5% of sales – Once a leader in the plant milk market, soy milk has significantly declined in recent years as other alternatives have gained favor.
• Other Plant- and Nut-Based Milk: This category includes rice milk, cashew milk, and other varieties, which comprise the remaining 5%.

Where Consumers Buy Plant-Based Milk

Consumer purchasing habits reveal that convenience and availability play crucial roles in where plant-based milk is bought:

• Grocery Stores and Markets: 42% of sales – Most plant-based milk purchases happen here, highlighting the importance of wide distribution.
• Specialty Health Stores: 16% of sales – These stores attract health-conscious consumers seeking organic and specialty products.
• Convenience Stores: 8% of sales – While not a primary channel, convenience stores still capture a significant portion of sales, often driven by on-the-go consumption.
• Retail Locations Leveraging Mixed Drinks: The remaining sales occur in venues where plant-based milks are used in products like Horchatas, coffee mixers, creamers, and shakes, demonstrating the versatility and growing integration of plant-based milks in various beverage categories.

Seasonal Trends in Plant Milk Sales

Unlike some other categories, plant-based milk sales remain relatively steady throughout the year. However, there is a slight uptick in sales during the winter holidays, likely due to increased consumption of festive beverages and holiday baking. This consistency in sales underscores the essential role that plant-based milk now plays in the everyday diets of many Americans.

Emerging Trends and Consumer Behaviors

Several trends are currently influencing the plant-based milk market:

1. Non-Dairy Creamers for Coffee: Brands like Chobani and Oatly are expanding into the non-dairy creamer space, catering to the growing number of consumers looking for plant-based options for their coffee. This segment has grown significantly as more people make coffee at home.
2. Multicultural Sales and Flavors: The rise in sales of Horchata, a rice milk-based beverage, reflects the growing diversity in consumer preferences. Over the past two years, Horchata sales have increased by about 20%. Additionally, mixed coconut milk and tropical juice beverages from brands like Loty, Goya, De Mi Pais, and Kuii are carving out a niche, often cutting into the soft drink and juice markets.
3. Health-Conscious Trends: As more consumers seek healthier beverage options, the demand for sugar-free, low-calorie, and nutrient-rich plant milk is increasing. Brands that can effectively market their products as both delicious and healthful are likely to see continued growth.

Conclusion

The U.S. plant-based milk market is a growing sector with diverse consumer preferences and a wide range of product offerings. As we celebrate National Plant Milk Day, it’s clear that plant-based milk is more than just a trend—it’s a significant and enduring part of the American diet. Brands that continue to innovate, understand consumer behavior, and adapt to emerging trends will find success in this competitive market.

By leveraging real-time sales data, tracking flavor and buying trends, and staying attuned to multicultural influences, brands can position themselves to meet current demand and anticipate and shape future consumer preferences.

Learn how Evidnt’s sales tracking platform can help your brand stay ahead in the evolving plant-based milk market for more insights and detailed analysis!