The adoption of flexitarian eating habits has led to increased usage of many segments of dairy alternatives. Overall dairy alternative usage increased to 56% of US consumers who have someone that uses dairy alternatives in the household in 2025 from 40% in 2020.
Dairy alternative users are exploring the variety of available dairy alternative products. The top segment of non-dairy milk has seen a decline in consumption to 50% of dairy alternative users in 2025 from 74% in 2020. Instead, US consumers with someone in the household that uses dairy alternatives are using more non-dairy cheese on its own or as an ingredient in prepared meals or pizza. Reflecting flexitarian eating habits, these could be mixed and matched with animal products, such as topping a beef burger with dairy alternative cheese. Dairy alternative consumers also are buying newer dairy alternative products, including prepared meals made with a dairy alternative, desserts and nutrition drinks.
Further success will require continued commitment to products that taste good, are nutritious and share details about how they are made. Consumers expect nutritional parity at best – if not, superiority – with dairy. Protein will be a key asset as well as clean formulations that use simple, recognizable ingredients.
Consumers who are open to flexitarian diets are driving a rise in dairy alternative usage by exploring the range and convenience of dairy alternatives.
Adriana Chychula, Analyst
Market Definitions
This Report investigates household use of dairy alternatives which include:
- non-dairy milk (eg soy milk, oat milk) and non-dairy creamer
- non-dairy ice cream (eg Ben & Jerry’s non-dairy, Coconut Bliss) and other non-dairy dessert (eg Daiya frozen cheesecake)
- non-dairy yogurt (eg Kite Hill, So Delicious)
- non-dairy cheese shreds, slices or sauce (eg Daiya, Follow Your Heart, Siete Foods Cashew Queso)
- prepared meal containing a dairy alternative (eg Amy’s Vegan Lasagna)
- frozen pizza made with non-dairy cheese alternatives (eg Daiya, Tofurky)
- non-dairy nutrition meal replacement drink (eg Koia, Soylent)
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Outlook for dairy alternatives
- Opportunities
- Consumers move away from non-dairy milk, while trying new dairy alternatives
- Graph 1: trended household usage of select dairy alternative products, 2020, 2023, 2025
- Baby Boomers are dedicated to non-dairy milk, while Millennials and Gen Z go for variety
- Graph 2: household usage of select dairy alternatives, by generation, 2025
- Reassure parents about the ingredients and production of dairy alternatives
-
THE MARKET
- Consumers and the economic outlook
- Consumers’ grocery budgets are strained
- Foundational dairy alternative ingredients face threats from climate change
- Formulations based around ‘simple ingredients’ could reach dairy alternative users and non-users
-
THE CONSUMER, INNOVATIONS AND OPPORTUNITIES
- Consumer fast facts
- Dairy alternative consumption has been rising since 2020
- Dairy alternative consumption has increased 16% in the last five years
- Graph 3: trended household use of dairy alternative products, 2020, 2023, 2025
- Dairy alternative use is expanding by reaching flexitarian consumers
- Dairy alternatives outpace meat substitute launches in the last five years
- Graph 4: share of plant-based dairy, meat substitute, dessert and beverage launches*, by category, 2020-25
- Dairy alternative launches expand their base ingredients
- Since 2020, more consumers have tried new dairy alternatives, while moving away from category staples like non-dairy milk
- Graph 5: trended household usage of select dairy alternative products, 2020, 2023, 2025
- Since 2020, more consumers have tried new dairy alternatives, while moving away from category staples like non-dairy milk
- Dairy alternative innovations reimagine nostalgic favorites
- Dairy alternative users keep the products in regular rotation
- Non-dairy milk leads, but dairy alternative cheese is a new draw for consumers
- Graph 6: dairy alternatives or products used by you or someone else in your household, 2025
- Non-dairy cheese launches target snacking and cooking
- Most DA users rely on dairy alternatives weekly
- Graph 7: frequency of consumption of non-dairy foods, 2025
- Traditional dairy alternatives and convenience items enjoy a rise in once per week consumption between 2023 and 2025
- Graph 8: trended analysis of once per week consumption of select dairy alternatives, 2023 vs 2025
- Young consumers would like more DA innovation
- Graph 9: attitudes toward dairy and dairy alternatives – any agreement with the statement “I’d like to see a larger variety of dairy alternative products (eg in sauces, ready-to-drink beverages),” by gender and generation, 2025
- International dairy alternative launches provide inspiration for category expansion
- Parents are key dairy alternative users, but they want to learn more about how the almond is milked
- Parents appreciate dairy alternatives that are versatile and convenient
- Graph 10: household usage of select dairy alternatives, by parental status, 2025
- Non-dairy milks highlight nutrition, but miss an opportunity for versatility
- Reassure parents about the ingredients and production of dairy alternatives
- Graph 11: any agreement with select attitudes about dairy and dairy alternatives – ingredients and production, by parental status, 2025
- Answer questions about ingredients with quantification
- Mooala highlights trustworthiness
- Leverage Baby Boomer non-dairy milk users as ambassadors to expand usage to more of their peers
- The evolution of the category is on display in generational purchases
- Graph 12: household use of select dairy alternatives, by generation, 2025
- Non-dairy milk is a weekly staple for Gen X and Baby Boomers
- Graph 13: frequency of consumption or use of non-dairy milk, by generation, 2025
- Can Baby Boomers influence their peers to try non-dairy milk?
- Graph 14: top two reasons for not using dairy alternative products, by generation, 2025
- Marketing can reach Baby Boomers by defying ‘old’ stereotypes
- Taste and health benefits of dairy alternatives entice users, but non-users still need convincing
- Taste and health are primary drivers for dairy alternative users
- Graph 15: reasons for using dairy alternative products, 2025
- Black and Hispanic households who use DAs see advantages in the products
- Graph 16: select reasons for using dairy alternatives, by race or ethnicity, 2025
- More dairy alternatives can put protein in the spotlight
- Taste helps to offset some of the perceived drawbacks of dairy alternatives
- Graph 17: any agreement to select attitudes towards dairy and dairy alternatives – flavor and satisfaction, by gender and age, 2025
- Dairy alternative innovations highlight texture and ‘satisfaction’
- Health desires help dairy alternatives appeal to specific groups
- Dairy alternative brands can encourage people with lactose intolerance or dairy allergy to try more alternatives
- Graph 18: types of dairy alternatives consumed by lactose intolerance or dairy allergy as a reason for using alternative products, 2025
- Dairy alternative ice cream can address a top topic among people posting about dairy allergy or lactose intolerance on social media
- European innovations showcase how dairy-free ice cream does not need to skimp on indulgence
- Nutrition messaging is paramount to retain current users and win over new ones
- Dairy alternative users are boosted by health claims
- Graph 19: select attitude towards dairy and dairy alternatives – any agree with the statement, “Health claims (eg reduced fat, vegan) make me feel better about my dairy alternative purchases,” by gender and age, 2025
- Develop dairy alternatives with the nutrition expectations of users in mind
- Graph 20: select types of dairy alternatives used in the household, by motivations to purchase a dairy alternative, 2025
- Blue Diamond Almond Breeze promotes almond milk as an ‘obvious choice’ when compared against whole milk
- Dairy alternatives have to prove nutrition to stand out to the general consumer
- Silk’s ‘Feel Planty’ good ads encourage people to swap milk for Silk
- Nutrition is a key message that could help non-users take another look at dairy alternatives
- Get to know the most dedicated dairy alternative users
- Two thirds of DA users use two or more types of DAs
- Variety, rather than veganism, motivates most of dairy alternative users who use four or more types
- Dairy alternatives are in frequent rotation for 4+ DA users
- Graph 21: dairy alternative consumption frequency, by repertoire of dairy alternatives consumed, 2025
- The most frequent usage is among those who use many types of DAs
- Graph 22: dairy alternative frequency (NET), by repertoire of types of dairy consumed, 2025
- Graph 23: consumption frequency of dairy alternatives exlcuding non-dairy milk (net), by repertoire of types of dairy consumed, 2025
- The advantages are clear to consumers who use 4+ types of DAs
- Graph 24: reasons for purchasing dairy alternative products, by repertoire types of dairy alternatives consumed, 2025
- The more types of dairy alternatives a user buys, the more likely they are to buy them from any type of store
- Graph 25: dairy alternative shopping behaviors, by repertoire of types of dairy alternatives consumed, 2025
-
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Repertoire analysis methodology
- US generations
- Abbreviations and terms
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, browse trhough the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount is applied directly at checkout
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
