As consumers shift towards a more diverse and inclusive diet, plant-based options are securing a place in their repertoires. Dairy alternatives like plant-based milk are linked to healthy ageing, with consumers choosing to have a more plant-based diet for preventive health reasons. Thais are familiar with plant-based milk like soy, and other novel ingredients are entering the market. It is an opportune time for brands to explore and differentiate their products.
Health benefits, including dietary restrictions, are the primary motivator behind the consumption of plant-based milk. Consumers are mindful of its nutritional value, paying close attention to protein levels and sugar content when making their choices. Acceptance of dairy alternatives also open doors for new product applications, flavour innovations and hybrid drinks.
Purchase this Report to discover new opportunities in plant-based milk by enhancing the health value proposition, driving indulgence-led innovation and making a sustainable impact.
This report looks at the following areas:
- Varieties of plant-based milk and their consumption trends
- Motivations driving and barriers hindering plant-based milk consumption
- Versatile applications of plant-based milk in daily life
- Flavour preferences among plant-based milk consumers
- Consumer perceptions and attitudes towards plant-based milk products
Enhance health value propositions, leverage the versatility of plant-based milk for new applications and strengthen sustainability cues for greater impact.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report explores plant-based milk, which are non-dairy plant-based milk alternatives and examines their applications to other food and drink products. It covers packaged soy milk, almond milk, oat milk and more
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of plant-based milk in Thailand
- Growing focus on healthy ageing shifts consumer focus to plant-based ingredients, sparking innovation
- Secure value in health with impactful functional and health claims
- Graph 1: reasons to consume plant-based milk, 2024
- Consumer acceptance of plant-based milk drives indulgence-led innovations
- Graph 2: interest in trying categories of products featuring plant-based milk, 2024
- Enhance sustainability messaging to appeal to environmentally conscious audiences
- Graph 3: plant-based milk applications consumers are interested in trying, by reason of consumption, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Growing concerns about ultra-processed foods
- Thais’ changing diets signals a growing omnivorous market
- Graph 4: dietary preferences, 2021-24
- Health aspirations strongly shape the food and drink preferences of Thai consumers
- As health consciousness rises, concerns about ultra-processed foods are shifting how consumers eat
- Graph 5: consumers who agree with the statement ‘I’m cooking at home more often than a year ago because I’m concerned about the health effects of ultra-processed foods’, 2024
- Thais are linking ultra-processed foods to serious health threats
- Highlight processing transparency with show-and-tell graphics on pack
- The plant-based protein market
- Increase in launches of plant-based protein food and drink
- Graph 6: top 10 plant protein sources, by sub-category, 2021-24
- Leverage global trends to drive trial of new plant proteins among sustainability- and adventure-driven consumers
- Graph 7: interest in trying nutritious plant protein sources (eg fungi) that are trending in other regions, by motivations for dietary change, 2024
- Innovations of plant-based milk with unique protein ingredients
- Global brands innovate with sustainable plant ingredients across categories: the world’s first yogurt made from fungi
- Climate emergencies warrant a focus on sustainability
- Despite efforts by the government and brands, sustainability continues to have little effect on Thais’ food and drink choices
- Graph 8: top three most important factors considered when choosing packaged food and/or drinks, 2022 vs 2024
- Pollution and climate emergency concerns will drive consumers to seek more sustainable options in the future
- Graph 9: biggest concerns, 2024
- Highlight sustainability efforts on pack to entice new purchases
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Overview of Thailand’s plant-based milk landscape
- Oat milk shines online, but almond milk still leads rapid growth in Thai market
- Graph 10: launches of dairy alternatives, by ingredient, 2010-25
- Consumer segments in plant-based milk
- Graph 11: plant-based milk products ever taken, by segments defined by repertoire, 2024
- Non-negotiable health benefits
- Plant-based milk consumption is strongly driven by health consciousness
- Graph 12: reasons to consume plant-based milk, 2024
- High protein and low sugar are equally essential in plant-based milk
- Graph 13: plant-based milk product preferences, 2024
- Prioritise protein content to maintain appeal, while using amino acid to stand out
- Graph 14: nutrition-related features considered when choosing between meal replacement/protein shake products, 2024
- Effective protein communication begins with mastering the fundamentals
- Communicate protein quality with individual functionality of essential amino acids
- Tailor protein messaging for specific groups and highlight digestibility score
- Highlight the superior function of the protein using patented ingredients or formulas
- Overall sugar reduction claims are on the rise
- Graph 15: sugar-related claims in plant-based milk, 2017-25
- Use of white sugar has declined after the sugar tax implementation, replaced by sweeteners
- Graph 16: launches of plant-based milk, by ingredient, 2010-25
- Lactose-free products remain a powerful draw for consumer attention
- Highlight low glycemic index to appeal to consumers managing their sugar levels
- Other innovative launches with messaging around sugar reduction
- Elevate the nutritional superiority of plant-based milk with functional benefits
- Dial up gut-healthy proposition of plant-based milk with GLP-1
- Brand renovation/innovation: Sanitarium Plantwell launches health-boosting plant-based milks with superfood ingredients
- Tap into the growing demand for plant-based milk meal replacements among women aged 35+
- Graph 17: plant-based milk application consumers are interested in trying, by gender and age, 2024
- Tailor meal supplements and protein drinks for unique needs and preferences
- Exploring new horizons in plant-based milk
- Chocolate and grains rank as the top flavours among Thais
- Graph 18: plant-based milk flavours consumers are interested in trying, 2024
- Flavour preferences for plant-based milk vary across age groups
- Graph 19: flavour preference in plant-based milk, by age group, 2024
- Emerging fruit, vegetable and superfood flavours in plant-based milk aisles are inspiring new flavour creations
- Opportunity in Thai tropical fruit flavours
- Graph 20: interest in fruit flavours in plant-based milk products among consumers favouring fruit and vegetable blend flavours, 2025
- Extend consumers’ preference for local flavours to herb ingredients
- Opportunity exists in blending plant-based milk and juice
- Graph 21: hybrid beverage combination of interest with plant-based milk, 2024
- A refreshing synergy: juice-infused plant-based milk
- Specialty made simple: plant-based milk brands can make it easier to enjoy specialty coffee and tea flavours
- The market is primed for more diverse uses of plant-based milk
- Graph 22: interest in trying categories of products featuring plant-based milk, 2024
- Spoonable and ready-to-drink plant-based yogurts are gaining traction
- Graph 23: interest in trying categories of products featuring plant-based milk, by gender and age, 2024
- With no brand leading the category, the plant-based yogurt market remains open
- Graph 24: perceived suitability of various types of plant-based milk in yogurt, 2024
- High-protein and functional plant-based yogurt innovation examples
- Drive occasional usage with convenience in plant-based yogurt
- Opportunity in plant-based milk powder for young children
- Target key growth needs for children with specific dietary requirements
- Cater to environmentally conscious consumers
- Eco-conscious consumers are most receptive to novel plant-based milk ingredients
- Graph 25: consumers who have consumed plant-based milk in the past six months and will consume it again in the future, by eco-conscious consumers vs total, 2024
- Global brands are differentiating with novel alternative ingredients
- Innovate with and educate on pea protein: a novel plant protein source that holds market potential and has a nutritional and sustainability edge
- Differentiate novel plant milk sources from traditional options with sustainability cues
- Ethical claims still focus on sustainability and eco-friendly packaging
- Graph 26: ethical and environmental-related claims in plant-based milk, 2020-25
- Use everyday language instead of technical terms
- Planet lovers seek to incorporate more plant-based milk into their daily diet
- Graph 27: plant-based milk applications consumers are interested in trying, by reason of consumption, 2024
- Plant-based milk in savoury foods still lacks sustainability stories
- Drawing inspiration from existing innovation: enhance plant-based milk savoury product with a sustainable edge
- Foster brand credibility in sustainability, starting with transparent processing methods
- Enhance the versatility and convenience of plant-based milk while empowering sustainable, planet-friendly actions
- Build trust in sustainable and ethical practices through transparency
- Graph 28: actions from brands that will increase trust in sustainability claims, 2024
- The ‘smart choice’ – put nutrition at the front and quantify how the product also benefits the environment
- Add value by leveraging local ingredients and farmers to promote sustainable claims
- V Farm and Rai Suwan collaboration empowers local farmers to bring their products to the mass market
- Introduce the concept of ‘precycling’ to reduce the sustainability burden on consumers
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APPENDIX
- Report definition
- Consumer research methodology
- Repertoire analysis
- CHAID/decision tree analysis
- Social data research methodology
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