Sales surge of 70% for oat alternative in 2018 alongside falling demand for cow’s milk

Almost a quarter of Britons are consuming plant-based milk alternatives as the popularity of vegan and vegetarian diets continues to grow.

While demand for traditional cow’s milk is falling, sales of alt-milk, made from oats, almonds and coconuts, have surged 10% over the past two years, according to a report.

The report, from Mintel, said 23% of those polled had used plant milk in the three months leading to February this year, up from just 19% in 2018. The shift was particularly marked among women and the under 25s.

Emma Clifford, associate director of UK food and drink at Mintel, said plant-based milk was entering the mainstream as alternative products became more readily available on supermarket shelves. “This is part of a much wider plant-based movement, driven by concerns around health, ethics and the environment.”