The final numbers are in, and they confirm what we’ve anticipated all year. In 2023, consumers emphatically turned away from plant-based beverages at an accelerating rate that caused the category to lose market share to milk, where whole milk and lactose-free varieties are thriving and surpassing their competitors.
The numbers give even more reason to put a stake in all that overprocessed hype – and to push even harder for integrity in labeling beverages that are being abandoned by consumers tired of inferior alternatives to dairy.
With full year data now available from Circana Inc., which tracks grocery-store spending, plant-based beverage consumption in 2023 fell 6.6 percent to 337.7 million gallons. It’s the second straight year of declines and the lowest consumption since 2019.
January 17, 2024
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