A survey commissioned by Danone and carried out by the market research organisation Ipsos amongst 42,000 adults in 14 countries shows that plant-based foods are becoming an integral part of many people’s daily diets. Health and good tolerability are key factors for consumers. According to Danone, plant-based foods and drinks have evolved from a niche product into an everyday choice.

The global market for plant-based foods has grown rapidly. In 2024, its value was estimated at around $34.bn, and this figure is expected to triple by 2034.

More than half of those surveyed in the Ipsos study stated that they consume plant-based products, including plant-based drinks and yoghurt alternatives. Consumers who regularly drink plant-based drinks – across various major Western markets – associate these products with being ‘easy to digest’ and ‘gentle on the stomach’. This perception is strongly pronounced and consistent across all countries surveyed. Gen Z and Millennials are proving to be the biggest consumers of plant-based products. Health and wellbeing are becoming increasingly important, particularly within this group.