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Summary of our market study
The French plant milk market is valued at €190 million.
The global plant-based milk market is worth over $27 billion. The Asia-Pacific region dominates this market, thanks in part to the local availability of the raw materials soy and rice.
In France, the market is enjoying strong growth of around 19% a year.
Almond and soy milks are the best-selling products on the French market, accounting for 80% of organic and diet products. These products have a strong presence in supermarkets and hypermarkets.
The share of plant-based milk among alternative milks has fallen slightly, from 28% to 23%, while the proportion of French people who consume it has risen from 38% to 51%
The growing importance of alternative milk consumption makes it a competitor to cow's milk, whose penetration rate among the French population is around 97%.
The main companies in this segment are Bjorg, Alpro and traditional milk producers such as Danone and Sodiaal. Private labels account for 29% of market sales.
Over half of consumers of alternative milks eat them for breakfast. Consumers believe that plant milks offer similar nutrients to traditional milk.
Key players in the plant-based milks market
- Bjorg: Pioneer of organic plant-based milks
Alpro: specialist in plant-based products acquired by Danone - Danone: world-renowned for its traditional dairy products
- Sodiaal: dairy giant embraces plant-based innovations
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Summary and extracts
1 Market overview
1.1 Introduction and market definition
Plant milk is a beverage considered an alternative to animal milk. It is visually very similar to traditional milk, but often has a different taste and texture. This is due to its production method, based mainly on the processing of plants mixed with water:
- Oilseeds (almonds, hazelnuts, etc.)
- Pulses (soya, etc.)
- Cereals (wheat, rice, etc.)
There are several reasons for consuming plant-based milk: its impact on consumer health is limited, especially for those suffering from lactose intolerance, and it fits in perfectly with diets such as veganism.
Boosted by an ever-increasing number of consumers, the plant-based milk market has seen particularly strong growth over the last ten years, though this is still concentrated in the hands of a few players(Bjorg, Alpro, Bonnaterre).
However, these players must continue to adapt to consumer trends, which can put some players in difficulty, and to innovate in order to develop products aimed at more modest consumers who are more sensitive to the nutritional and taste quality of the products they buy.
What's more, these players often have to enrich plant milk with vitamins and minerals to bring it closer to the nutritional values of animal milk, given that plant milks are low in certain vitamins such as vitamin D and B12, as well as calcium, which is necessary for muscle function and nerve transmission.
The global plant-based milk market is booming, with forecast growth of 61.4% between 2023 and 2028.
In France, plant milk exports amount to 105.9 million euros, with Germany as the leading customer. At the same time, imports reached 64.8 million euros, mainly from Italy, which accounted for 78.31% of French imports.
French consumers are increasingly adopting responsible consumer behavior, avoiding waste and paying attention to product freshness.
Among the most widely consumed organic products in France, dairy products rank second, with a 65% market share. Most of these products are sold in supermarkets and hypermarkets. Indeed, supermarkets dominate the distribution of organic products, with a 50% share.
Despite the benefits and diverse uses of plant milk, the World Health Organization calls for caution in terms of consumption, and for milk of animal origin not to be completely substituted, in order to avoid certain health problems.
1.2 A fast-growing global market
The plant milk market is particularly dynamic, with sales expected to grow by **.*% on average each year between **** and ****. This would represent a market worth $**.* billion by ****, compared with $**.* billion in ****, a total increase of nearly **.**% in * years. [***]
Global vegetable milk market size World, **** - ****, in billion USD Source: ****
growth is ...
1.3 Strong growth in the French market
The national plant milk market is highly dynamic. In fact, the market reached ***.* million euros in ****, an increase of *.*% on ****. What's more, between **** and ****, the market almost quadrupled (***). Nevertheless, in ****, the market declined by *.*% year-on-year for the first time, before rebounding with a *.*% increase in ****.
market size trends for plant milk France, ...
1.4 France stands out as an exporting country
A large proportion of French production is destined for international export. In ****, France exported ***.* million euros worth of plant milk, and imported **.* million euros. Thus, in ****, the coverage rate (***), before the health crisis. Indeed, while the level of imports fell slightly in **** and then rose in ****, the value of exports fell ...
2 Demand analysis
2.1 Increased consumption of alternative milks
Plant milk is one of the so-called "alternative" milks, a category that also includes goat's and sheep's milk, as well as organic milk. These alternative milks represent increasingly serious competition for cow's milk, whose penetration rate among the French population is declining significantly year on year (***)[***]
By ****, almost **% of the French ...
2.2 Drinking plant milk
Among plant milk consumers, breakfast is the preferred time of consumption (***). [***]
Preferred consumption times for animal and plant-based milks France, ****,% Source: ****
Consumers also consider plant milks to have qualities equivalent to those of milk. This substitutability is particularly interesting for people with lactose intolerance (***).
However, there is a lack of information ...
2.3 The organic trend is gaining ground
Since the early ****s, French consumer habits have undergone profound changes. Awareness of environmental issues has encouraged a significant proportion of the population to adopt a more eco-responsible consumption pattern.
In ****, around **% of French people said they had recently given preference to local products and short distribution channels, while **% said they ...
3 Market structure
3.1 A market split between private labels and two brands
The plant milk market is particularly concentrated, with * brands accounting for almost **% of sales, Bjorg alone for **.*%. [***]
However, Bjorg and Alpro face growing competition from private labels (***), thanks in particular to their less expensive positioning, which enables them to offer "affordable dietetics".
Breakdown of plant milk sales, by brand France, **** Source: ...
3.2 A long production process
The production process for the various plant milks varies little, whatever the raw material used. After a soaking phase to soften the ingredients used, a grinding phase crushes the various elements into small grains. [***]
The solids are then separated from the liquid. The liquid then passes through a formulation phase, during ...
3.3 Distribution
Agence Bio provides the weight of the different distribution channels for organic plant-based drinks. Although not all plant milks on the market are organic, they still account for **% of sales by value[***]. TheAgence Bio data therefore give a good representation of the importance of the different distribution channels for plant ...
4 Offer analysis
4.1 Typology of plant milk supply
The production of plant milk makes it possible to produce several types of product, generally sold under different brand ranges. These include vegetable juices (***), cream and ultra-fresh products.
For example, Bjorg offers a Calcium range, made up of vegetable juices (***). [***]
Alpro offers a wider range of alternative products than Bjorg, with ...
4.2 Higher prices for plant-based milks
Prices for plant-based milk products are systematically higher than those for animal-based milk. In ****, the widest gap was for milk, with a price per kilo for plant milk *.** times higher on average than for animal milk. [***]
Average price of animal and plant milk products France, ****, €/kg Source: ****
This partly explains why ...
4.3 Diversifying plant milks
One of the major challenges for plant-based milk brands is to succeed in diversifying their product offering in order to develop their consumer base. Today, the offer remains relatively limited and concentrated on a few products.
With this in mind, brands are developing their ranges and new product types. Among the ...
4.4 The dangers of overconsumption
On June **, ****, the World Health Organization (***) published a report warning of the potential dangers of excessive consumption of plant-based milks and products, such as soy, coconut and oat milk, which are becoming increasingly popular in Europe. According to the WHO, this growing popularity has led to a reduction in dairy consumption ...
5 Regulations
5 Regulations: banning the use of the "milk" label
Since ****, plant milk manufacturers have been forced to change the names they previously used to designate their products. Indeed, a ruling by the Court of Justice of the European Union restricted the use of the name "milk" for commercial and advertising purposes to milk of animal origin only. [***]
This prohibition imposed ...
6 Positioning the players
6. Segmentation
*Group sales
- Danone Groupe
- Bjorg (Ecotone)
- Nutrition et Santé -Soy
- Alpro (Promavel)
- Biolait
- Oatly
- Carrefour Bio
List of charts presented in this market study
- Plant milk market breakdown by world region
- Expected average annual growth rates for different types of plant milk
- World market for plant milk
- Trends in the size of the plant milk market
- Plant milk sales by type
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Latest news
Swedish oat-milk king Oatly tries to survive in the shadow of Björg and Alpro - 13/07/2024
- the group was floated on Wall Street three years ago at a valuation of $12 billion (9.8 billion euros), with sales at the time of $421 million.
- Distributed in France in coffee shops, Monoprix and integrated chains (Carrefour, Auchan, Casino, Intermarché, Système U, Leclerc, etc.)
- The historic brands Björg (Ecotone group) Sojasun, Alpro (Danone), introduced plant milks (soy, almond, coconut, spelt, rice) to the country's shelves some thirty years ago,
- Oatly currently accounts for less than 5% of the French plant-based beverage market.
- Market leaders Björg and Alpro hold around 45% and 17% respectively.
At the bedside of the sick, Danone invests in protein drinks at Steenvoorde - 22/05/2024
- The adult medical nutrition market is estimated at several billion euros worldwide.
- - Danone is number one in Europe and number two worldwide in the medical nutrition sector.
- - Blédina's Steenvoorde plant will manufacture protein-enriched drinks under the Fortimel brand
- - The total investment for this project is 70 million euros
- - Danone currently operates seven plants worldwide in the medical nutrition sector, including five in Europe.
- - Sales of Danone's specialized nutrition division are expected to reach 8.5 billion in 2023
- - Danone has invested in Turkey and Poland to increase its production capacity in medical nutrition, and has acquired Functional Formularies in the United States.
Danone bets more than ever on medical nutrition - 21/05/2024
- Investment of 70 million euros in a new production line dedicated to medical nutrition at the Blédina plant in Steenvorde.
- Danone's specialized nutrition division, including medical nutrition, generated sales of 8.3 billion euros in 2023.
- Growth of 6.7% for this division in 2023.
- Acquisition of Promedica in Poland, specialized in home enteral tube feeding.
- Acquisition of US-based Functional Formularies, with sales of around 27 million euros, specializing in biological tube-feeding formulas.
- Investment of 100 million euros in a new international R&D center in Saclay, to be inaugurated in February 2023.
Danone opens a second plant for plant-based products in France - 12/02/2024
- Danone inaugurates a new plant dedicated to the manufacture of dairy alternatives in France
- Danone has completely converted its Villecomtal-sur-Arros yogurt plant in the Gers department into a unit dedicated to Alpro-brand plant-based beverages. 43 million euros of investment
- Production, mainly of oat juice cartons, is 90% destined for Europe.
- Danone now has four milk-alternative production units in Europe. Two in France, at Issenheim and Villecomtal in the Gers region, one in Sweden, at Lunnarp, and the fourth at Wevelgem in Belgium.
- Vegetable-based products have become "a strategic focus" for the world's number one in ultra-fresh products.
- Danone took the t turn in 2017 with the $12.5 billion acquisition of US group WhiteWave.
- In France, ultra-fresh products are deeply rooted in diets.
- Plant milk accounts for just 4% of the traditional dairy products market by volume and 7.4% by value.
- The plant-based milk market is worth 165 million euros, according to FranceAgriMer.
- More than 6 out of ten people in France in the 18-24 age bracket eat plant-based products several times a week, according to lDanone
- Many dairy groups, including Triballat, Nestlé and Bel, have chosen to develop plant-based ranges.
- Retail chains are present under their own brands (MDD).
Danone finds buyers for its two organic brands in the United States - 02/01/2024
- Platinum Equity's portfolio of assets totals $47 billion.
- The two brands Horizon Organic and Wallaby accounted for around 3% of Danone's sales in 2022, or $800 million.
- Dairy products make up a large part of Danone's sales.
- Danone has sold various parts of its business in different countries, including yoghurts in China and fresh dairy products in Brazil.
- Danone recorded eight quarters of growth thanks to price increases, although volumes remained stable.
- Danone succeeded in halting a steady decline in dairy sales that had lasted since 2015.
Danone sells its US organic dairy business to Platinum Equity - 02/01/2024
- Danone has signed an agreement to sell its US organic dairy business to Platinum Equity.
- The sale concerns the Horizon Organic and Wallaby businesses.
- By 2022, Horizon Organic and Wallaby represented around 3% of Danone's total sales.
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