Similar to the clean label movement, distrust of “industrial food” has led some consumers to seek alternative food products. More consumers than ever before are turning to plant-based foods because:

  • they think products that come from plants are healthier
  • ongoing publication of news stories about animal abuse and poor conditions at industrial farms is causing people to think more about where their food comes from and what impact it has on the world and the animals being used
  • concerns about climate change are leading consumers to question whether dairy and eggs are part of a sustainable diet

Health concerns are among the biggest factors in convincing consumers to switch their diets to include more plant-based foods or to reduce dairy or egg consumption and adopt a more plant-forward diet. The perception that plant-based dairy and egg products are healthier than conventional dairy and eggs has increased sales of these alternatives among those looking to improve their diet. While some consumers completely cut dairy and eggs and all of their analogs from their diet and lifestyle, many consumers are not able or willing to envision a life without dairy and eggs or foods that provide similar flavors and functions. Plant-based dairy and egg substitutes have become an avenue for consumers to reduce or cut out animal products from their diets with fewer sacrifices and changes to the meals they tend to eat.

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Table Of Contents

  • Executive Summary
    • Key Consumer Trends
    • Vegans & Vegetarians Drove Product Development, but Focus Is Now on Omnivores & Flexitarians
    • Expanding Product Assortment Creating New Opportunities for Growth
    • Retail and Restaurant Trends
    • Scope
  • Plant-Based Dairy Product Overview and Market Trends
    • Highlights
    • Clean Label Trends
      • Definition
      • Some Plant-Based Dairy Products Are Shedding the Image of Being Highly Processed
    • Lactose Intolerance, Food Allergies, &Sensitivities
    • Animal Welfare and Environmental Issues Surrounding Dairy and Eggs
      • More Consumers Want Animals Raised for Food to Be Treated Humanely
      • Most Consumers Don't Think Animal Welfare Standards Are Upheld, and Understanding of Animal Welfare Claims Is Limited
      • USDA Publishes Then Withdraws Rule on Organic Livestock Requirements
      • "Humane" Claims May Signify No Meaningful Difference in Production Methods
      • Dairy and Egg Agriculture and Environmental Issues Are Intertwined
    • Vegan, Vegetarian, Pescatarian, Flexitarian, and Omnivore Consumers
      • Definitions
      • More Than One-Third of Consumers Claim to Primarily Follow a Flexitarian Diet
      • Who Is the Target Audience for Plant-Based Dairy and Egg Alternatives?
    • Consumption Trends
      • Per Capita Consumption of Dairy Products Has Fallen Significantly Over the Past Two Decades, Particularly Due to Decreases in Milk Consumption
      • COVID-19 Pandemic Affecting Dairy & Alternative Product Sales
      • Household Penetration of Plant-Based Dairy Alternatives
      • Consumption of Plant-Based Protein Sources and Plant-Based Dairy Has Increased Since 2019, with Curiosity Playing a Role
      • Consumers Who Are Curious or Novelty Seeking Are Likely to Try Plant-Based Alternatives, Driving Increased Purchases
    • Mixed Conventional Dairy and Plant Protein Blends
    • Snacking Trends
    • Convenient Meals Can Be the Ultimate Selling Point for Busy Consumers
      • Frozen Meals Available at Retail
      • Online Delivery Services Offer Fully Prepared Plant-Based Meals
    • Drivers of Food Purchase & Diet Decisions
      • More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
      • Half of Consumers Say Whether a Food Is Processed Affects Purchasing Decisions
      • A Majority of Consumers Want to Know Where Food Comes from
      • Sustainability Is Important to Many Consumers
      • Most Consumers Think Knowing Whether Food Choices Are Environmentally Sustainable Is Hard
      • Most People Who Have Made a Dietary Change in the Past Six Months Are Changing the Types or Amount of Foods They Eat
    • Plant-Based Substitutes for Animal Products Facing Definitional Challenges
  • Plant-Based and Lab-Cultured Dairy & Egg Products: Market Size and Forecast
    • Highlights
    • Plant-Based Dairy & Egg Products
      • Scope
      • Sales by Product
        • Table Plant-Based Dairy & Egg Sales by Product, 2018-2020E, 2024P, 2029P (million dollars)
      • Plant-Based Milk Sales by Type
        • Table Plant-Based Milk Sales by Form, 2018-2020E, 2024P, 2029P (million dollars)
      • Plant-Based Milk Sales by Storage Method
        • Table Plant-Based Milk Sales by Storage Method, 2018-2020E, 2024P, 2029P (million dollars)
    • Cultivated (or Cell-Based or Lab-Cultured) Dairy and Egg Products
      • Scope
      • Challenges and Opportunities for Commercialization and Consumer Adoption
      • Market Forecast
        • Table Cultivated/Cell-Based/Lab-Cultured Dairy and Egg Sales, 2020, 2024P, 2029P, 2034P, 2039P (million dollars)
  • Market Leaders, Product Development, &Innovations
    • Highlights
    • Plant-Based Dairy and Egg Brands
      • National Brands
        • Table Select Plant-Based Dairy & Egg Companies/Brands by Products Offered and Founding Date
      • Private Label Brands
        • Table Select Plant-Based Dairy Private Label Brands/Retailers by Products Offered
    • Incubators and Venture Capital Funds Helping Startup Companies Develop New Proteins
      • Table Select Incubators & Venture Capital Funds Active in the Alternative Protein Space
    • Funding for Plant-Based Dairy & Egg Companies
      • Table Investment in Select Plant-Based Dairy, Egg, &Ingredient Companies by Number of Funding Rounds and Latest Funding Round (million dollars)
    • Funding for Cultivated/Cell-Based/Animal-Free Dairy and Egg Companies
      • Table Investment in Select Cultivated Dairy & Egg Companies by Number of Funding Rounds and Latest Funding Round (million dollars)
    • Big Dairy Companies Moving into Plant Proteins
    • Comparison of Nutrition Information of Plant-Based Milks
      • Table Comparison of Nutrition Information of Select Plant-Based Milks, 2020
    • Ingredients
      • Ingredient Suppliers May Make Plant-Based Ingredients Used by Food Producers in Plant-Based Dairy or Egg Products
      • Making Plant-Based Products with a Cleaner Label
      • Sweetener Use Is Challenging to Appeal to Various Consumer Desires for Sweetness, Health, and Natural Foods
      • Commonly Avoided Ingredients and Allergens Are Often Used in Plant-Based Dairy and Eggs or Come into Contact with Other Ingredients
      • New Products Are Being Developed to Better Mimic Conventional Animal Products, and Processes Such as Fermentation Can Be Used to Make Cell-Based Alternatives Without the Animal
    • Plant-Based Dairy & Egg Market Leaders of Note
      • Blue Diamond Growers
      • Califia Farms
      • Danone North America
      • Hain Celestial (Dream)
      • Follow Your Heart
      • JUST
      • Kite Hill
      • Maple Leaf Foods (Field Roast - Chao Creamery)
      • Miyoko's Creamery
      • Oatly
      • Pacific Foods (Campbell Soup Company)
  • Consumer Demographics: Who Eats Plant-Based Dairy Alternatives?
    • Highlights
    • More Than Two-Fifths of Consumers Eat Plant-Based Dairy Products
    • Plant-Based Milk Products Are the Most Commonly Consumed
      • Table Types of Plant-Based Dairy Alternatives Eaten/Drunk by Consumers (percent of consumers)
    • Vegans and Vegetarians Are Most Likely to Eat Plant-Based Dairy Products, While There Is Much Overlap with Eating Both Plant-Based Dairy and Meat Products
      • Table Consumption of Plant-Based Dairy Alternatives by Consumers with Different Eating Philosophies (percent of consumers)
    • Flexitarians and Omnivores Make Up the Largest Groups of Consumers Who Eat Plant-Based Dairy Products
    • Men Are More Likely to Partake
      • Table Consumers Who Eat Plant-Based Dairy by Gender, 2020 (percent of consumers)
    • Younger Consumers Are Much More Likely to Eat Plant-Based Dairy
      • Table Consumers Who Eat Plant-Based Dairy by Age Bracket, 2020 (percent of consumers)
    • The Presence of Children in the Household Is a Major Indicator of Whether Someone Consumes Plant-Based Dairy
      • Table Consumers Who Eat Plant-Based Dairy by Presence of Children in the Household and Age Bracket of Children, 2020 (percent of consumers)
    • Consumers Who Are Married or Partnered Are More Likely to Eat Plant-Based Dairy Products
      • Table Consumers Who Eat Plant-Based Dairy by Relationship Status, 2020 (percent of consumers)
    • Employment Status Also Related to Plant-Based Dairy Consumption
      • Table Consumers Who Eat Plant-Based Dairy by Employment Status, 2020 (percent of consumers)
    • Educational Attainment Can Be a Strong Indicator of Plant-Based Dairy Consumption
      • Table Consumers Who Eat Plant-Based Dairy by Educational Attainment, 2020 (percent of consumers)
    • Minority Racial and Ethnic Groups Are More Likely to Eat Plant- Based Dairy
      • Table Consumers Who Eat Plant-Based Dairy by Race/Ethnicity, 2020 (percent of consumers)
    • Urban Consumers Are Most Likely to Eat Plant-Based Dairy
      • Table Consumers Who Eat Plant-Based Dairy by Urban, Suburban/Exurban, and Rural Environment, 2020 (percent of consumers)
    • Regional Trends Show Plant-Based Dairy Consumption Per Capita Is Highest in the Western U.S.
      • Table Consumers Who Eat Plant-Based Dairy by U.S. Region, 2020 (percent of consumers)
    • Higher Income Consumers Are Most Likely to Eat Plant-Based Dairy Products
      • Table Consumers Who Eat Plant-Based Dairy by Household Income Bracket, 2020 (percent of consumers)
  • Consumer Psychographics & Motivations for Eating Dairy Alternatives
    • Highlights
    • Some Consumers Report Eating More Plant-Based Dairy Products Because of the Coronavirus Pandemic
      • Table Agreement with the Statement "I am eating or drinking more plant-based dairy products because of the coronavirus pandemic", 2020 (percent of consumers)
    • Plant-Based Dairy Consumers Are Changing Their Cooking and Eating Habits Because of the Pandemic
      • Table Agreement on Statements About Changes to Cooking and Eating Habits During the Pandemic, 2020 (percent of plant-based dairy consumers)
    • Most Plant-Based Dairy Consumers Think These Products Are Healthier and Better for the Environment Than Animal-Based Products
      • Table Agreement on Statements About Plant-Based Dairy Products Compared to Animal-Based Products, 2020 (percent of plant-based dairy consumers)
    • Plant-Based Dairy Consumers Are More Likely to Eat Healthy Foods, to Enjoy Making Food, and to Be Open to Trying New Foods
      • Table Opinions on Diet, Cooking, and Trying New Foods, All Consumers vs. Plant-Based Dairy Eaters, 2020 (any agree)
    • Willingness to Pay More For Better Products Increases Among Plant- Based Dairy Consumers
      • Table Willingness to Pay More for Food Characteristics, All Consumers vs. Plant-Based Dairy Eaters, 2020 (any agree)
    • Plant-Based Dairy Consumers More Likely to Report Factors Affecting Their Diet
      • Table Factors Strongly or Somewhat Affecting Diets, All Consumers vs. Plant-Based Dairy Eaters, 2020 (percent of consumers)
    • Factors Affecting One's Decision to Consume Plant-Based Dairy Alternatives
      • Table Factors Strongly or Somewhat Affecting the Choice to Consume Plant-Based Dairy Alternatives, 2020 (percent of plant-based dairy consumers)
    • Reasons Consumers Do Not Eat Plant-Based Dairy Alternatives
      • Table Reasons for Not Consuming Plant-Based Dairy Alternatives, 2020 (percent of consumers who do not eat plant-based dairy products)
    • 39% of Consumers Who Don't Eat Plant-Based Dairy Are Open to Trying These Products
  • Dairy & Egg Alternative Restaurant and Retail Trends
    • Highlights
    • Recent Dairy & Egg Alternative Product Launches
    • U.S. Online Grocery Shopping Well Behind Other Countries, but There Are Opportunities for Growth
    • Grocery Circulars Continue to Be Important in Marketing New or Limited-Time Products and Deals
    • Many Plant-Based Dairy Products Have Been Sold Alongside Conventional Dairy for at Least a Decade, But Some Do Not Traditionally Call Themselves "Plant-Based"
    • Opportunity: Targeting Families with Children
    • Direct-to-Consumer (DTC) Marketing
    • Characteristics Important When Grocery Shopping
    • Where Consumers Buy Plant-Based Dairy Alternatives
      • Table Types of Stores Where Consumers Buy Plant-Based Dairy Alternatives, 2020 (percent of plant-based dairy consumers)
    • Restaurant Trends
      • Carryout & Delivery Expanding Due to COVID-19
      • Consumers Think It Is Difficult to Follow a Plant-Based Diet While Eating Out
      • Consumers Think Food Labeling Is More Important When Shopping Than When Eating Out
      • Characteristics Important When Eating at Restaurants and Getting Takeout
      • Plant-Based Dairy Products in Restaurants
    • Consumers Changing Shopping Habits in Response to the Pandemic
      • Table Coronavirus Changes to Shopping Behavior: "Because of the coronavirus, I am…" (Agree) (percent of consumers)
    • First Time Use of New Technologies and Order Methods
      • Table Coronavirus Changes to Shopping Behavior: "Because of the coronavirus, I have for the first time used…" (percent of consumers)
    • Consumers Are Using Convenient Order Methods More
      • Table Coronavirus Changes to Shopping Behavior: "Because of the coronavirus, I am using…" (percent of consumers)
    • The "Good Food Retail Report" Ranks Retailers on Product Assortment, Merchandising, and Marketing of Plant-Based Alternatives
  • Packaging Trends
    • Highlights
    • Improving Environmental Profiles by Using Recyclable/Sustainable Packaging
    • Attitudes on Packaging Among Plant-Based Dairy Consumers
      • Table Consumer Packaging Preferences, 2020 (percent of consumers)
    • Thoughts on Food Preservation and Food Packaging Effects on Purchasing Decisions
      • Table Consumer Thoughts on Food Preservation and Food Packaging Effects on Purchasing Decisions (percent of consumers)
    • Retail-Ready Packaging
    • Single-Serve Packaging