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Introduction

The global rise of plant-based milk such as soy, almond, and oat is gaining ground despite resistance from traditional dairy sectors citing nutritional and legal concerns. In India, the world’s top milk producer, vegan milk is steadily growing due to shifting consumer preferences.

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Factors Driving the Demand for Plant-Based Milk

• Rising Health Consciousness Among Consumers: Health-aware individuals prefer vegan milk for its low fat, calorie content, and digestive benefits.
• Intolerance and Dietary Allergies: People with lactose intolerance or dairy allergies seek alternatives to bovine milk.
  Eg: Plant-based beverages are suitable for people allergic to dairy milk or suffering from lactose intolerance or high cholesterol.
• Nutritional Augmentation by Manufacturers: Vegan milk is fortified to appeal to nutrition-seeking consumers.
  Eg: Manufacturers add proteins, lipids, enzymes, and minerals to make plant-based milk nutritionally competitive.
• Diverse Base Ingredients Offering Choice: Each type of plant milk has a unique nutritional profile, catering to varied consumer needs.
  Eg: Almond milk has more unsaturated fats, oat milk helps manage cholesterol, and soy milk has comparable protein to cow’s milk.
• Market Demand in Milk-Scarce Regions: Plant-based options are more prevalent in areas with poor dairy access.
• Perception as a Functional and Trendy Beverage: They are perceived as fancy, modern, and functional non-carbonated drinks.
  Eg: Taste-boosters, artificial colours, and flavours are added to vegan milk to attract young urban populations.
• Projected Market Growth and Economic Opportunity: Plant-based milk is fast becoming a commercially lucrative industry.
  Eg: IMARK projects India’s vegan milk market to grow from $855.51 million to $2,166.30 million by 2033.

Challenges from Traditional Dairy Industry

• Resistance to Nomenclature and Legal Definitions: Dairy industry opposes using the term “milk” for plant-based beverages.
  Eg: Codex Alimentarius defines milk as an animal-derived secretion; NAAS calls “vegan milk” a misnomer.
• Nutritional Comparison With Real Milk: Dairy scientists argue that plant-based milk lacks the complexity of dairy milk.
  Eg: Normal milk has 500+ biologically active macronutrients and micronutrients aiding growth and health.
• Cultural and Habitual Preference for Dairy: India’s deeply embedded dairy culture poses resistance to change.
  Eg: India has per capita availability of 471g of milk per day, much higher than the global average of 322g.
• Skepticism Over Nutrient Fortification: Artificial fortification is seen as inferior to naturally nutrient-rich dairy milk.
• Traditional Dairy’s Dominant Market Share in India: Plant-based milk remains a niche in India’s dominant dairy market.
• Misconceptions and Consumer Confusion: Lack of awareness and misinformation blur differences between plant-based and animal milk.
  Eg: Many consumers may wrongly assume parity in nutrition between vegan and animal-derived milk.

Conclusion

Despite opposition from the dairy industry, plant-based milk has established a foothold in India and globally. It reflects evolving dietary choices driven by health, ethics, and lifestyle shifts. While challenges remain, especially around regulation and perception, the segment is poised for significant expansion. As per IMARK, India’s vegan milk market may grow over 10% annually, signifying a long-term shift in food consumption patterns that needs appropriate regulatory clarity and consumer education.

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