The vegetable milk market - Italy

There are several reasons to consume vegetable milk: its impact on consumers' health is limited, especially for people with lactose intolerance, and it fits perfectly with diets such as veganism or vegetarianism. The global market is expected to grow by +10.3 percent annually between 2020 and 2026 and reach $40 .7 billion by 2026 , Health and ecological concerns are seen as the main drivers of this market, as people increasingly begin to worry about their health and make choices for their diet with the environment in mind. 150 million liters of vegetable milk were consumed in Italy in 2020, which represents a growth of 8.2 percent in volume. The most consumed type of vegetable milk is soy milk, with 52 million liters consumed in 2020. it is then followed by rice milk and almond milk. The average price of a liter of vegetable milk in Italy is 1.93 euros. The main players in the Italian market are Alpro (part of the Danone group), Valsoia and Granarolo, however the market is rather fragmented with small private labels holding 25 percent of the market share.