The Plant-Based Milk Market in Europe: Overview, Trends, and the Road Ahead
Just a decade ago, plant-based drinks were found almost exclusively in health food stores and were mainly associated with elimination diets. Today, they represent one of the fastest-growing segments of the European food market – available not only in hypermarkets but also in cafés, school cafeterias, vending machines, and even hospital buffets. The options are no longer limited to traditional soy. Store shelves now feature oat, almond, coconut, pea, rice, cashew, and other plant-based ingredients processed into beverages with a wide variety of flavor and nutritional profiles.
According to the latest ProVeg report, the European plant-based milk market reached a value of approximately USD 5.6 billion in 2024, with a projected increase to nearly USD 11 billion by 2029, corresponding to a CAGR of 14.4% (ProVeg – https://proveg.org/article/how-did-plant-based-milk-become-the-leading-segment-in-the-alternative-protein-industry/).
Consumer motivations now go far beyond lactose intolerance or vegan diets. More and more people are choosing plant-based “milk” for ethical reasons – driven by environmental awareness, the desire to reduce animal product consumption, and the positive impact on personal well-being. Awareness of the carbon footprint of food is also rising, and plant-based drinks – especially oat-based ones – perform significantly better in this regard than cow’s milk.
In this article, we’ll explore which plant-based milk bases are the most popular, how consumer expectations are evolving, who is leading the market, and which brands failed to keep pace. We’ll also examine where this category is headed and what trends will define its future.
The Most Popular Plant-Based Bases in Europe
European consumers today enjoy a wide array of plant-based beverages made from different sources. Soy, almond, and oat remain the most popular, although the fast-evolving market has welcomed many new and less conventional bases. Soy, one of the first plants used for milk alternatives, gained popularity thanks to its high protein content and versatile taste, which works well both in coffee and in savory dishes.
Almond drinks, with their delicate nutty flavor, have won the hearts of consumers looking for low-calorie, easy-to-digest alternatives – although growing environmental concerns around almond cultivation are becoming more prominent.
Oat, however, is the true phenomenon of recent years. Oat milk has skyrocketed in popularity among baristas and coffee lovers due to its excellent foaming properties and naturally sweet, velvety flavor. Additionally, oats fit the sustainable agriculture narrative – the crop is locally grown, less resource-intensive, and well-suited to European climate conditions. Coconut and rice-based drinks are also common on shelves – the former favored in Asian cuisine and desserts, the latter chosen by those with allergies or seeking gentle flavors.
New and innovative bases are also gaining traction – such as pea, potato, cashew, hemp, and even banana – showing the enormous potential for further experimentation and innovation in this category.
As for regional leaders in plant-based milk consumption, Germany, Spain, and the UK dominate the market. In Germany alone, as much as 75% of plant milk consumers prefer oat-based options (ProVeg – https://proveg.org/article/how-did-plant-based-milk-become-the-leading-segment-in-the-alternative-protein-industry/).
What Are Consumers Looking For?
Interest in plant-based drinks is growing, but so are consumer expectations. People no longer just grab the first plant-based “milk” they see. More often, they scrutinize ingredient lists, compare nutritional profiles, and expect these beverages to be not only tasty but also healthy, functional, and environmentally friendly. Clean labels are crucial – consumers prefer short ingredient lists, no added sugar or sunflower oil, and the inclusion of key nutrients like calcium, vitamin D, or B12.
Flavor is equally important – plant-based drinks must integrate seamlessly into everyday routines: in coffee, smoothies, or with cereal. Texture matters too – consumers expect creaminess, no residue, and the ability to foam well. Environmental impact is also top of mind – questions about carbon footprints and water waste come up more frequently than ever before.
Price sensitivity can’t be ignored either – consumers are willing to pay more for quality, but not without limits. That’s why private-label brands and special offers play an increasingly important role in purchasing decisions.
This is clearly reflected in market structure: the off-trade channel (supermarkets, online shops) remains the main growth engine, generating more than 97% of the sector’s revenue (ProVeg – https://proveg.org/article/how-did-plant-based-milk-become-the-leading-segment-in-the-alternative-protein-industry/).
Market Leaders and New Growth Directions
Over the past few years, the European plant-based milk market has become more structured. Leading brands such as Alpro – part of the Danone group – have been instrumental in bringing plant-based beverages to the mainstream, continuously expanding their offering with soy, almond, coconut, and oat options.
Oatly, a Swedish brand built around oat drinks, has become synonymous with “barista milk” in many European cities. Its bold branding and strong café presence helped it establish a premium image, although it now faces mounting competition and investor pressure.
Private-label products from major retailers like Lidl, Carrefour, Aldi, and Sainsbury’s are also climbing the ranks. These store brands offer increasingly high-quality alternatives at much lower prices – appealing especially to budget-conscious shoppers.
Alongside the giants, ambitious startups and niche brands are gaining ground. These newcomers focus on high-protein recipes, functional enhancements, or unconventional bases. Some target the fitness market, others focus on HoReCa, and some – like Sweden’s DUG – are experimenting with potatoes as a base.
As a result, today’s European plant-based milk market is a dynamic mix of global FMCG players, strong private-label lines, and smaller, innovative companies shaping the future of the category.
The Fall of Mighty Drinks - A Sign of the Times?
In 2025, UK-based Mighty Drinks – a company known for its pea- and oat-based beverages – filed for bankruptcy. The brand had a presence in major retail chains and positioned itself as a healthier alternative to Oatly. Despite several successful funding rounds and a promising product line, the company failed to withstand pricing pressures and rising operational costs.
It was the first high-profile collapse in the European plant-based space. Is it an exception or a warning? Many industry experts believe the market is entering a consolidation phase – only the strongest will survive, while smaller brands must find clear niches or pursue strategic mergers.
The Future of Plant-Based Milk in Europe
Despite growing competition and cost pressures, the outlook for plant-based drinks in Europe remains positive. The category has entered a maturity phase, meaning that future growth will depend not only on attracting new consumers but also on specialization and tailoring products to specific needs. We’re seeing more plant-based milks designed for children, athletes, seniors, or people with specific dietary restrictions – with formulations adapted accordingly.
Technological innovation will also play a key role. Producers are working on better extraction techniques, improved textures and foam stability, and new formats such as concentrates and powders – more sustainable for transportation. Regulation will be another challenge – the ongoing debate over the use of the term “milk” for plant-based products is still unfolding in EU institutions. Meanwhile, early signs of market consolidation are appearing – smaller brands may struggle with pricing pressure and limited capital access. At the same time, consumers are increasingly turning to local and fermented options – like oat kefirs or small-batch drinks – which may signal the start of a new chapter for the category.
One thing is clear: while the pace of growth may slow, plant-based milks are here to stay. Their future will be more informed, more diverse, and increasingly driven by innovation.
Click and join our newsletter
The best for you
Reach us out
Vegan Stock sp. z o.o.
address:
6, Józefa Marcika Str,
30-443 Kraków, Poland
Tax ID No. PL7352876025