The rise and rise of plant-based milk: why it’s everywhere – and here to stay

The rise of plant-based milks is one of the food industry’s key success stories over the last decade. Once confined to the niche of health stores and allergen-free sections in supermarkets, plant-based milks are suddenly everywhere.

From creamy oat lattes to almond or oat milk splashed over breakfast cereal, non-dairy milk has moved into the mainstream – which means that it’s not just vegan consumers buying it. But how did this revolution happen? And what is it about plant-based milk that has made the category such a runaway success?

A ‘new’ food with an ancient legacy

Over the past few years, plant-based milk has surged in popularity and is now a household staple for millions. In Europe, it’s the most purchased plant-based alternative, easily outpacing plant-based meat.¹ Most significantly, it’s usually found in the dairy aisles of supermarkets, right next to its animal-based counterparts.

Despite the recent arrival of all these plant-based-dairy drinks on our supermarket shelves, plant-based milk has a long history, with almond milk gracing medieval European kitchens and soya milk having been a staple in Asia for millennia.² While today’s versions are often fortified with nutrients, they’re part of a much older tradition of ‘milky’ drinks made from plant-based ingredients.

Milking history: five millennia of plant-based milks

Contrary to popular belief, plant-based milk is neither a recent innovation nor a fad, and its origins precede industrially produced cow’s milk by thousands of years.

Why has plant-based milk been embraced so enthusiastically?

It’s clear that plant-based milk is no longer just being drunk by people who are lactose-intolerant or following a vegan diet. The category now has broad appeal, for a variety of interconnected reasons.

1. It’s better for the planet
   The environmental benefits of plant-based milk are hard to ignore. Making oat milk, for example, uses far less water, land, and energy than producing cow’s milk.³ In a time of growing climate awareness, plant-based milk provides a sustainable solution that resonates with the increasing number of eco-conscious consumers.
   
2. It’s healthy
   Plant-based milks are typically lower in saturated fat and calories than dairy milk, and have the additional benefit of being cholesterol free. Many plant-based milks are also fortified with essential nutrients such as calcium and vitamin D, making them a healthy option for people of all ages.⁴ They’re also naturally lactose-free, a boon for the two-thirds of people who struggle to digest dairy.⁵
   
3. It’s comfortably familiar
   Shifting to plant-based milks is an easy behavioural change, in that it’s a simple switch between products with very similar functionalities. Regardless of whether it’s being used in coffee, cereal, or baking, plant-based milk fits seamlessly into people’s established routines.
   
4. It’s delicious!
   Many people find that they prefer the taste of plant-based milks to traditional dairy – which is undoubtedly one of the key reasons for the success of plant-based milk as a category.
   
5. Success breeds success
   Plant-based milk has enjoyed a virtuous circle of growth. Commercial success has led to greater availability, which has encouraged even more brands to enter the market, further increasing consumer choice. Most supermarkets now stock a wide array of brands and variants, and most cafés offer at least one non-dairy option. The result is a snowball effect that has made plant-based milk an everyday staple around the world.⁶

From oat milk to coconut to almond – and now even potato!

The range of plant-based milks is continuing to expand. With every passing year, it seems that another candidate arrives on our supermarket shelves. Here’s a quick look at some of the popular options, as well as some new arrivals:

• Oat milk: Creamy and perfect for coffee, oat milk is also one of the most sustainable options.⁷
• Soya milk: High in protein and very close to cow’s milk in terms of its nutritional profile, soya milk was the first plant-based option to get widespread traction in the modern era, and is still the default option for many people.⁸
• Almond Milk: Light and nutty, almond milk is great for cereals and smoothies – and also delicious to drink on its own.
• Coconut Milk: Sweet and slightly fragrant, coconut milk is ideal for using in desserts, curries, and soups.
• Hemp milk: Less creamy than most plant-based milks, hemp milk is packed with protein and has a delicious nutty flavour.
• Cashew milk: Super-creamy, with lots of protein and healthy fats, cashew milk has the natural sweetness of cashews. 
• Pea Milk: Packed with protein and surprisingly creamy.⁹
• Potato Milk: The new kid on the block, potato milk has a neutral taste and a low environmental footprint.¹⁰

Each of these options has its own unique appeal. Collectively, they cater to diverse tastes and dietary needs and preferences.

The 10 best plant-based milks

There are many great options to try. ProVeg presents the 10 best plant milks.

The dairy-industry pushback

Not everyone is celebrating the recent rise of plant-based milk! The dairy industry has fought back, challenging everything from the use of the word ‘milk’ to marketing terms like ‘creamy’. In the UK, oat-drink producer Oatly recently lost a court battle over its slogan ‘Post Milk Generation’, with the courts citing outdated regulations that define milk strictly as a “mammary secretion”.¹¹

Despite these challenges, plant-based milk continues to thrive, proof that consumers are more interested in what’s in the carton than the description on the front. Have you even noticed that your favourite plant-based milk brand doesn’t actually have the word ‘milk’ written anywhere on its packaging?

A liquid revolution

The rise of plant-based milk is transforming the way we think about food. Its unique combination of sustainability, health benefits, and everyday convenience has propelled it into kitchens and cafés around the world. Whether you’re a longtime fan or just beginning to explore the ever-growing number of options, it’s clear that plant-based milk is here to stay.

The Plant Milk Report: moving towards a healthy and sustainable diet

ProVeg’s first report on plant milk shines a light on the top-selling product in the entire plant-based alternatives market.

Simon Middleton

Senior Writer

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