The plant milk market - France

There are several reasons for consuming plant-based milk: its impact on consumer health is limited, especially for those suffering from lactose intolerance, and it fits in perfectly with diets such as veganism. Boosted by an ever-increasing number of consumers, the plant-based milk market has seen particularly strong growth over the last ten years, though this is still concentrated in the hands of a few players(Bjorg, Alpro, Bonnaterre). However, these players must continue to adapt to consumer trends, which can put some players in difficulty, and to innovate in order to develop products aimed at more modest consumers who are more sensitive to the nutritional and taste quality of the products they buy. What's more, these players often have to enrich plant milk with vitamins and minerals to bring it closer to the nutritional values of animal milk, given that plant milks are low in certain vitamins such as vitamin D and B12, as well as calcium, which is necessary for muscle function and nerve transmission. The global plant-based milk market is booming, with forecast growth of 61.4% between 2023 and 2028. In France, plant milk exports amount to 105.9 million euros, with Germany as the leading customer. At the same time, imports reached 64.8 million euros, mainly from Italy, which accounted for 78.31% of French imports. French consumers are increasingly adopting responsible consumer behavior, avoiding waste and paying attention to product freshness. Among the most widely consumed organic products in France, dairy products rank second, with a 65% market share. Most of these products are sold in supermarkets and hypermarkets. Indeed, supermarkets dominate the distribution of organic products, with a 50% share. Despite the benefits and diverse uses of plant milk, the World Health Organization calls for caution in terms of consumption, and for milk of animal origin not to be completely substituted, in order to avoid certain health problems.