Nils-Gerrit Wunsch
Research expert covering foods trends in North America, Europe, and the global food system
Plant-based milk and dairy alternatives in Germany - statistics & facts
Germany is of the top three countries in the European Union when it comes to the consumption of dairy substitutes. The milk substitutes segment has long been the leading plant-based food category in Germany. However, in 2022, meat substitutes sales outperformed the milk substitute market by a small margin for the first time. The value of the German milk substitute market reached 680 million U.S. dollars. In terms of volume, Germans consumed an ocean of 318.5 thousand metric tons of milk substitutes in 2022. Compared to their European counterparts, German consumers are also at the forefront of plant-based cheese and yogurt consumption, with 16 to 20 percent saying they consumed these products in the last three months.
The milk substitute market is expected to see annual double-digit growth for the foreseeable future. German consumers favor one type of plant-based milk over all others. Oat milk is the leading type of milk substitute and accounts for over half of the sales volume in Germany. About a quarter of all German consumers drank plant-based milk in the last three months. Oat milk was the most popular choice among these consumers, followed by almond and soy-based milk. The popularity of oat milk stretches into the digital world, with more online mentions for oat milk than other milk types.
Among the brands competing in the oat milk market segment, Alpro is the most well-known. Approximately 77 percent of German consumers were aware of the brand's existence in 2022. Alnatura followed closely behind Alpro with 73 percent. Ranks three and four were taken up by innocent and Oatly. While innocent is more well-known among oat milk consumers, Oatly is more popular. The oat milk of the Swedish company of the same name is popular with 23 percent of oat milk drinkers. Its competitor, innocent, was popular with roughly 17 percent of those who drink oat milk.
Plant-based milk in Germany
The milk substitute market is expected to see annual double-digit growth for the foreseeable future. German consumers favor one type of plant-based milk over all others. Oat milk is the leading type of milk substitute and accounts for over half of the sales volume in Germany. About a quarter of all German consumers drank plant-based milk in the last three months. Oat milk was the most popular choice among these consumers, followed by almond and soy-based milk. The popularity of oat milk stretches into the digital world, with more online mentions for oat milk than other milk types.
The oat milk landscape
Among the brands competing in the oat milk market segment, Alpro is the most well-known. Approximately 77 percent of German consumers were aware of the brand's existence in 2022. Alnatura followed closely behind Alpro with 73 percent. Ranks three and four were taken up by innocent and Oatly. While innocent is more well-known among oat milk consumers, Oatly is more popular. The oat milk of the Swedish company of the same name is popular with 23 percent of oat milk drinkers. Its competitor, innocent, was popular with roughly 17 percent of those who drink oat milk.
