"While milk is a Canadian staple, there's ample room for plant-based alternatives. Both can succeed by finding specific uses where they maximize their value."
Joel Gregoire, Associate Principal for Food & Drink
Canada’s milk landscape continues to evolve as many consumers balance dairy with plant-based choices. Opportunities to advance these categories fall at the intersection of health, taste, and practicality – where long-held habits meet expectations around “better-for-you” options.
Context and trade-offs drive choice, rather than loyalty to a single option. Dairy tends to win when consumers prioritize familiarity, perceived wholesomeness, and utility in cooking, while plant-based options gain ground when consumers want variety, digestive comfort, or a product that aligns with personal values. Price sensitivity, flavour preferences, and trust in claims continue to influence behaviours, and many households now turn to both dairy and plant-based options – creating opportunity for clearer positioning by occasion.
Looking ahead, growth hinges on resolving key tensions consumers navigate, such as indulgence versus wellness, and simplicity versus functional enhancement. Brands that can deliver on taste, offer credible benefits, and provide an easy “fit” for daily routines – while communicating with clarity – are well positioned to convert curiosity into engagement.
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