Alpro on why alternative milks are going mainstream
The Alpro For Professionals portfolio now has a four-strong range of plant-based drinks designed for baristas, with an Oat variant joining Coconut for Professionals, Almond For Professionals and Soya For Professionals.
Alpro UK & Ireland marketing director David Jiscoot explains to Beverage Business World why alternative milks are becoming mainstream.
What trends are you seeing in the market?
There is a clear opportunity for the coffee industry to capitalise on the plant-based trend, as consumer demand for these options in their coffees soars. Indeed, recent research commissioned by Alpro found that a staggering 48% of coffee drinkers now regularly drink plant-based options out-of-home. What’s more, these coffees are being consumed daily by three million Brits.
It’s amazing to see just how many Britons are choosing plant-based options when visiting coffee shops – as well as how frequently these drinks are being ordered. We’ve even found almost half (45.5%) say it’s now important to them that their favourite coffee shop offers plant-based alternatives.
Is there increasing demand for milk alternatives?
The demand for plant-based coffees is showing no sign of slowing down. This is because an impressive 10.2M coffee drinkers nowadays choose a plant-based option more frequently out of home than they did a year ago – demonstrating just how quickly this ’trend’ is morphing into a mainstream movement.
What’s more, almost a quarter (25%) say they are more likely to be a regular visitor to the same outlet if it offers a good range of plant-based alternatives, which demonstrates just how valuable an impressive plant-based line-up is when it comes to driving footfall.
How are operator responding to these demands?
We are certainly seeing an increase in foodservice operators broadening their plant-based offering, in-line with the increasing consumer demand. There is barely a single coffee shop that doesn’t offer a line-up of plant-based options and often, this will include at least one product from our Alpro For Professionals range – with leading chain Costa Coffee being one of our partners.
Considering that oat is the fastest-growing ingredient in the sector, launching Oat For Professionals was an obvious move. Plus, with plant-based consumers typically spending 20% more on a hot drink, this additional choice is a great way to drive value into your menu.
What are your predictions for the future of the market?
We are confident that the appetite for plant-based will only grow stronger over the coming years – especially when you consider that when surveyed, 44% of coffee drinkers said that they were considering drinking more plant-based coffees in the year to come. Our prediction is that outlets will look to broaden their plant-based offering to make these options available across meal occasions outside hot drinks.
Our product development team is always working hard to respond to consumer trends in order to launch innovative and trend-led NPD to the market – watch this space!
- Alpro has quoted a Censuswide survey of 2,001 UK adults including 1,647 coffee drinkers – study conducted between 18 to 21 March 2019.
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