8 - Plant-based milk alternatives: consumer needs and marketing strategies

Abstract

Plant-based milk has become increasingly mainstream, not only being sold to a niche audience through specialist outlets. This change has been supported by a tidal shift in consumer consumption patterns, the broadening of plant-based alternative products available and product availability. The demand for plant-based milk alternatives has escalated beyond just those consumers following a vegetarian or vegan diet due to changes in consumer attitudes and behaviours. The broadening of consumer needs and motivations for the consumption of plant-based milk has resulted in the growth of market entrants and new products to fill different customer needs and segments. This chapter explores this phenomenon by exploring the needs and motivations of plant-based milk consumers, through the lens of Maslow’s (1970) Hierarchy of Needs, to review and illustrate how a range of plant-based milk brands have been developed, marketed and positioned to meet consumer needs.