Plant-based drinks
Unlocking the future of plant-based drinks
Our March 2024 study combines a multi-market consumer survey (N=2,408) with technical trials and ingredient analysis to get a comprehensive picture of the plant-based drink category. The study captures how rising expectations are reshaping one of the most dynamic markets in the food and beverage sector.
Key findings:
- Taste is king and loyalty is fragile
84% of consumers prioritize taste, and many consumers will actively switch between products if their expectations aren’t met.
- Coffee compatibility is key
70% of consumers say “no curdling” in hot drinks is essential, while 57% expect strong foaming performance, making performance in coffee crucial to success.
- Formulation strategies for differentiation
No single plant source delivers everything consumers want, leading to trade-offs between taste, stability, and nutrition. This makes formulation strategies key to differentiation.
“Good enough” is no longer enough
Consumers are no longer satisfied with “good enough.” They want plant-based drinks that deliver across taste, texture, nutrition, and performance — all at once. And in a category defined by low loyalty, even small gaps can trigger rapid switching.
Find the answers inside
The answers to plant-based drinks that deliver everything consumers want are inside your ingredients. Our white paper, which is based on the study, will help you find the answers, so you can develop plant-based drinks consumers will love. Download now.
Finn Wulff, Head of Consumer Insights at Novonesis.
Finn Wulff brings more than two decades of global marketing and commercial leadership across B2B and FMCG industries. He specializes in translating complex biosolutions into clear, customer-focused value propositions, helping organizations commercialize innovation and drive market adoption.
With extensive experience and international roles spanning Europe and Asia, he has led major product launches, strategic transformation initiatives and cross-functional teams across the full value chain, from R&D to sales. Known for his strong communication skills and customer-centric approach, Finn combines data-driven insights with commercial acumen to shape impactful marketing strategies. Follow Finn
