Plant-based milk alternatives are mainstream: consumers want nutrients and fair taxes
New representative survey by Danone reveals trends and opportunities
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Plant-based milk alternatives are no longer a niche trend, nutrient enrichment is becoming a selling point and the tax logic behind plant-based drinks is causing a lack of understanding: these are the key findings of a recent representative online survey conducted by Danone Germany in cooperation with INNOFACT. The study sheds light on consumer habits, buying motives and barriers as well as the role of nutrients and VAT regulations.
The most important results at a glance:
- Plant-based milk alternatives have arrived in everyday life: Almost half (47%) consume them, 18 percent of them regularly. Among young adults and households with children, the figure is even over half (56%).
- Nutrients are decisive for purchasing: calcium, vitamin D and vitamin B12 are particularly important. Three quarters of respondents (75%) would be prepared to pay more for fortified products.
- The trace element iodine remains underestimated: despite iodine deficiency in Germany, only 22% of respondents consciously pay attention to their iodine intake.
- Abolition of the luxury tax rate on plant-based drinks called for: 61% are in favor of a reduced VAT rate on plant-based drinks; for 17% of current non-users, this would be a concrete incentive to buy.
From niche to mainstream: plant-based milk alternatives in everyday life
While politicians are still debating what they should be called, plant-based milk alternatives have long since arrived in the mainstream. The latest Food Report 2025 from the Federal Ministry of Agriculture, Food and Consumer Protection shows that around 37% of Germans describe themselves as flexitarians - in other words, more than a third of the population. According to the nutrition report, the proportion of people who often buy vegetarian or vegan alternatives is 34 percent.
The latest Danone survey on plant-based milk alternatives shows an even stronger trend: almost half of respondents (47%) consume plant-based milk alternatives. 18 percent of them regularly. Young adults aged between 18 and 29 (56%), households with children (56%) and people aged 30 to 49 (52%) are particularly likely to use these products. Flexitarians and women are also above-average users.
Among plant-based drinks, oats are by far the most popular: 48% consume them frequently or very frequently. Almond drinks follow with 34 percent. Soy drinks play a greater role for vegetarians than for the rest (30%). Overall, 95% of users consume plant-based drinks at least once a quarter - particularly frequently in North Rhine-Westphalia, Bavaria and Baden-Württemberg.
Why plant-based? Health and animal welfare dominate
The most important reasons for consuming plant-based milk alternatives are health aspects (49%) and animal welfare (46%). For health-oriented consumers, the main focus is on healthier fats, organic quality and added vitamins. When it comes to the actual purchase, taste (84%), consistency (74%) and value for money (72%) are the most important factors.
The biggest barriers for non-users of plant-based milk alternatives are taste (54%) and price (44%).
Nutrient fortification: focus on calcium and vitamin D
44% of respondents prefer plant-based milk alternatives that are fortified with vitamins and minerals. Of these, three quarters (75%) would be prepared to pay more for such milk alternatives. Around 30 percent would accept a surcharge of up to 10 percent, while women in particular would even accept price increases of up to 20 percent.
Particularly relevant nutrients are calcium (55%), vitamin D (50%) and vitamin B12 (49%). Flexitarians also emphasize plant-based proteins, fibre and iron.
At the same time, there is considerable market potential: a quarter of current non-users would prefer plant-based variants if they had a comparable nutritional profile to cow's milk.
Iodine: the underestimated nutrient
Although iodine is an important component of thyroid hormones and is involved in many metabolic processes, only 22% consciously pay attention to their iodine intake. The majority use iodized table salt (71%). percent use supplements and 21 percent buy iodine-enriched foods to cover their iodine requirements. Households with children are more likely to make sure their diet contains iodine. Just under 40 percent are unaware that Germans do not consume enough iodine; two thirds have never had their iodine levels checked. However, vegans, vegetarians, flexitarians and younger respondents are significantly more likely to have had their iodine levels checked several times.
VAT on plant-based drinks: A clear mandate
Only 34% know that cow's milk is currently taxed at 7%, while plant-based drinks are taxed at 19%. 61% are in favor of reducing VAT to 7% for plant-based drinks. For 17% of current non-users, a reduction in VAT would be a reason to consider plant-based drinks in the future.
Statement from Danone
"Our mission is to make healthy eating accessible to all. The results clearly show that plant-based milk alternatives are no longer niche products and have established themselves as an integral part of a balanced diet. Consumers want products that are not only plant-based but also rich in nutrients. This encourages us to communicate the benefits of added vitamins and minerals even more clearly - and to focus more on trace elements such as iodine. At the same time, we are campaigning for fair framework conditions, such as the VAT reduction for plant-based drinks to 7 percent."
About the Danone study on plant-based milk alternatives
The survey was conducted in October 2025 by Danone Germany and INNOFACT. It is based on a representative sample of 1,532 people and provides up-to-date data on consumer behavior and attitudes towards plant-based milk alternatives.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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