Insights on the plant-based dairy category in India, 2021
This study was designed to understand consumer awareness of source/ingredients used in plant-based dairy. It also covers perceptions around labelling, need states, and usage patterns of plant-based dairy among the users of the category.
Overview
India continues to be the largest producer & consumer of animal-derived dairy. On the other hand, plant-based dairy, though small, is gaining acceptance all over the world. Plant-based milks such as soy, almond, and oat milk have made promising inroads with Indian consumers. The objective of this research was to understand whether consumers are aware of and understand the differences between the basic origin/source, and ingredients of plant-based dairy products vis-à-vis animal-derived dairy, as well as consumers’ perceptions of plant-based dairy nomenclature and labelling. This report also tries to understand the need states/reasons for purchase and distinct ways of using plant-based dairy and animal-derived dairy. This study is conducted in partnership with Ipsos with a sample size of 300.
Key insights on the plant-based dairy category in India, 2021
- 90% of plant-based milk users have also consumed animal-derived milk in the past 12 months, indicating dual usage. Both plant-based and animal-derived milk are used for similar purposes/occasions and are consumed in similar ways, like as a whole, with cereals, with coffee and tea, etc.
- Health and well-being-related reasons come up as the top reasons for the purchase of both plant-based and animal-derived dairy categories by consumers. Plant-based milk is also consumed for unique reasons like sustainability and as an alternative for those with lactose intolerance & allergies.
- Plant-based milk users tend to try different varieties offered by the category – approximately 40% of plant-based milk consumers have used more than one type of plant-based milk in the past 12 months.
- Consumers purchasing this category are doing it consciously, and most respondents (70%+ of users and non-users) attest to having no confusion on the source of origin/ingredients of plant-based milk.
- They also attest to consulting labels while shopping and tend to view both the front and the back of the pack. For the new categories, they check nutrition facts, protein content, the ingredient list, etc., – all proving that they are clued into the specifics of their purchase. For categories with which they are familiar, like animal-derived milk, they check the date of packaging or expiration, manufacturer details, price, promotion, or discount.
- Animal-derived dairy scores better than plant-based dairy on taste, versatility, and price. Owing to its versatility, it is used more than plant-based dairy in making curd, yoghurt, smoothies, cooking, and baking.
- Animal-derived dairy also scores ahead of plant-based dairy when it comes to compatibility with coffee/tea – this could be an exciting opportunity area for plant-based milk brands to innovate within.
