Consumers are increasingly becoming more health conscious and following flexitarian diets, according to Taka Ota – Senior Brand Manager at Nescafé. Social media has helped fuel this trend and it has now become more mainstream. This is proven by a record 400,000 people worldwide who signed up to the Veganuary movement this year.
Over 7m UK households buy dairy alternatives; almond milk has the highest penetration at 15.4% (+1.9% YoY) and coconut milk penetration is 8% (+10.9%). However, oat milk is the fastest growing at 4% (+37.5%).*
84% of these dairy alternative shoppers purchase as a lifestyle choice and 16% purchase for allergens or lactose intolerances.
NESCAFÉ Gold Dairy Alternative Lattes range (Coconut, Almond and Oat variants), certified by the Vegan society, provide further on-trend innovation to the coffee category that will provide that pleasurable treat in the morning or throughout the day.
Since their launch in August 2019, the NESCAFÉ GOLD Dairy Alternative range has delivered over £0.8m** and is over 30% incremental in value to total coffee.***
We will continue to drive awareness during World Vegan Month in November through £0.5m support on paid digital and social media.
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