Plant-based Beverages: from Milk Substitute to Lifestyle Product
They are the new stars of the beverage industry: plant-based beverages, says carton packaging supplier SIG Combibloc. The growth rate is continuing to climb, with experts predicting an increase of 15 per cent per annum by 2020—particularly due to the momentum in regions such as North America, Brazil, China and Thailand. But South Africa and various European countries are also key contributors to the significant growth in the segment of non-dairy beverages derived from plants.
Market experts attribute this positive trend primarily to the fact that the image and product positioning of dairy alternatives has changed considerably in recent years—and with it the consumption behavior of consumers. Matthias Krusche, global product manager at SIG Combibloc, says: “Plant-based beverages are no longer seen as purely substitutes or alternative products which people resort to if they are lactose-intolerant, for instance. In many parts of the world, beverages made from nuts, grains, seeds or ancient grain varieties such as quinoa, buckwheat or millet have now become lifestyle products which people drink even when there is no compelling health reason to do so. Plant-based beverages are no longer niche products—instead, they are gaining popularity with an ever-growing target group.”