This just in: The sun rose today, people argued over politics … and consumers keep fleeing from plant-based beverages.
That final statement is becoming so obvious that it wouldn’t be worth writing about anymore – if people paid enough attention. But given the strength of misinformation in 2025, let’s say it again: Plant-based beverages are losing market share to milk, as in real, recognizable-to-your-grandmother, dairy-from-a-mammal milk. The 2024 retail data is in. And here’s what the trend shows.
According to Circana, which tracks retail sales scans, milk’s sales volume relative to plant-based beverages rose again in 2024, with its relative share now at its highest since 2019. While milk consumption stayed essentially flat, plant-based beverage consumption fell for its third consecutive year, with almond and soy continuing to fall and oats going nowhere. Check out that trend, below.
January 27, 2025
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