Plant-Based Milk from Fruit and Vegetables – ForeSights

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Consumers have become increasingly aware of sustainability practices and the wastage/pollution the products they consume generate. This has increased sales in the alternative milk market. Certain brands, including Dug, have chosen to branch out even further with their innovations such as utilizing vegetables like potatoes to create another dairy milk alternative.

The plant-based milk from fruits and vegetable foresight report focuses on the alternative milk market presented by big brands that not only have become increasingly popular but have presented innovations in the market. These innovations, which draw on fruit and vegetables instead of standard nut milk, may aid sustainability practices further in this market. Moreover, this report analyzes the popularity of the plant-based milk market globally, using data from GlobalData’s 2021 global consumer surveys.

What are the market dynamics of the alternative milk market?

The rise of popularity in alternative milk products has been pivotal globally. Recent years have seen the rise of soy milk, almond milk, oat milk, coconut milk, and rice milk. Following the rise of these products, manufacturers are venturing into the creation of vegetable milk, including pea milk and potato milk.

With the consistent growth of these products, manufacturers have branched out in the type of varieties offered for alternative-milk consumers. Particularly, UK supermarket Waitrose recently announced they will be introducing the potato milk brand Dug, from February 2022. The product is being marketed as one of the newest innovations to reach its stores. Along with this, other vegetable milk such as avocado milk are available in the market.

What are the major factors that are making consumers choose plant-based alternatives?

Health has been a recurring theme since the start of the COVID-19 pandemic, making consumers more aware of their health and more conscious of their consumption choices. Hence, health is one of the major reasons for consumers wanting to consume plant-based alternatives to the meat or dairy products. This is reinforced by the purported health benefits of plant-based/vegetable milk, which is positioned as rich in vitamins and minerals, low in fat, and containing a healthy combination of mono- and polyunsaturated fats.

Animal welfare and taste are also key considerations in consumers’ reasoning for choosing these products. This is positive for vegetable milk manufacturers as animal welfare will not be an issue with these products.

Which are the key brands in the alternative milk market?

The key brands in the alternative milk market are Dug, Take Two, Good Hemp, Mooala, Milkadamia, Good Karma, avocadomilk, and Mamma Chia.


Swedish potato milk brand Dug, owned by the start-up Veg of Lund, is available in the UK via the Waitrose supermarket. This product claims to be the most sustainable alternative milk on the market.

Take Two

The brand originated in Portland, Oregon, in 2020, and produces vegetable milk made from upcycled spent barley. The product comes in four varieties and contains five to eight grams of plant protein per serving and 50% more calcium than dairy milk.

Good Hemp

This sugar-free, dairy-free, gluten-free drink is made of hemp seeds and claims to be an important source of omega-3, an ingredient known for being an immunity booster. The brand’s mission is to reduce its ecological impact as much as possible.


This product is made of filtered water, organic bananas, organic sunflower seeds, organic cinnamon, gellan gum, and a blend of calcium and potassium. The brand claims that this banana milk can be enjoyed like any plant-based or dairy milk.

What are the key take-outs of plant-based milk from the fruit and vegetable foresight report?

One of the main challenges vegetable milk faces is that the new niche concept may not be attractive to all consumers. Due to this being a new concept, there has not been a chance for consumers to try it and therefore promote it to others. Some consumers may need some reassurance that this milk does taste good and go well with beverages like tea and coffee. Another challenge is the consistency of the availability of the products. If vegetable milk is not endorsed by outlets like restaurants or coffee shops, many consumers will not purchase them for home use as they cannot keep their diet consistent by consuming them when out of the house.

Although the success of vegetable milk remains uncertain, it is evident that an increasing number of consumers are turning to dairy-free products. Brands should focus heavily on their digital presence to promote vegetable milk and the minimal repercussions for the environment they generate in production.

To know more about the scope of growth and sustainability of plant-based milk, download a free report sample

Market report scope

Key brands Dug, Take Two, Good Hemp, Mooala, Milkadamia, Good Karma, avocadomilk, and Mamma Chia.


  • Despite the alternative milk market booming, consumers may be overwhelmed with choice with these new formulations and resort to their usual chosen product.
  • These kinds of milk have huge sustainability benefits for the planet, which is of great importance to consumers.
  • Consumers are actively trying to consume more plant-based dairy alternatives.

Reasons to Buy

  • Identify future potential for emerging concepts in plant-based dairy milk alternatives.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the sustainability aspect and reasoning behind consumers choosing alternative milk.

Take Two
Good Hemp
Good Karma
Mamma Chia

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