The results suggest flexitarian consumers are playing an even larger role in the plant-based dairy marketplace. In the most recent survey, fewer consumers reported following vegan or vegetarian diets (9% in 2022 vs. 14% in 2021). The research noted an even larger dip in the number of consumers actively avoiding animal-based dairy products. In 2021, four in 10 consumers were dairy avoiders; in the July 2022 survey, that number had dropped to less than three in 10.

“Clearly, there’s a growing swath of plant-based dairy consumers who are open to both categories. Look in their refrigerator, and they may have conventional milk and a plant-based alternative sitting side-by-side,” explained Mark Fahlin, business development manager for Cargill. “It’s further evidence of just how mainstream the plant-based dairy movement has become.”

The company’s proprietary research also notes consumers’ increasing appetite for plant-based dairy products, with six in 10 respondents reporting a jump in consumption over the last few years. Plant-based milk remains the category driver; eight in 10 shoppers expect to purchase a plant-based milk in the future. However, consumers also showed heightened interest for other products in the plant-based dairy family. Half of shoppers said plant-based ice cream was a likely future purchase, while a third indicated plant-based cheese might soon be on their shopping list.

“More so than other plant-based sub-categories, we’ve seen purchases of one plant-based dairy product open the door for shoppers to trial another segment,” Fahlin said. “Plant-based milk is a common starting point, and often serves as a gateway to plant-based ice creams, creamers and more.”

While the research found strong interest for plant-based dairy products overall, it did highlight a few areas where consumers perceive traditional dairy products still hold an advantage. Nutritionally, more consumers rated animal-based dairy as a better source of protein, calcium and vitamin D. The survey also revealed opportunities remain to close the perceived texture gap between plant-based and animal based products. Four in 10 (37%) consumers said they prefer the texture of animal-based products, while less than one in three (26%) favored that of plant-based offerings. 

 Aligning with Cargill’s consumer research findings, Fahlin noted protein fortification is a priority for many of the company’s plant-based dairy customers. In response, Cargill and joint venture partner PURIS recently introduced PURIS 2.0, a pea protein solution that represents a noticeable advance in both protein solubility and flavor. As a result, PURIS 2.0 can be used at higher concentrations without diminishing product quality, enabling brands to address consumer demand for plant-based dairy alternative formulations with significantly higher protein levels, while also offering improved texture and flavor.