Atlante
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The Growth of Plant-Based Beverages
26 September 2024
Within the plant-based sector, plant-based beverages are the most popular category among consumers. As of March 31, 2024, this category reached a market value of €330 million, showing a 4% growth compared to the previous period, with a total of 152 million liters sold (Nielsen, 31/03/2024).
The primary factor driving the growth of this segment is increased consumer demand. Among the various plant-based beverages available, soy-based beverages continue to lead and remain the best-sellers. However, the market’s growth is being propelled by the rise of ‘new bases’, which are gaining a significant market share. Notably, oat-based beverages are expanding rapidly, with an 18.1% increase in value and a 17.8% increase in volume (Nielsen, 31/03/2024).
The ‘Sugar-Free’ Trend
In addition to innovations in plant bases, the most prominent trend within the plant-based beverage market in recent years has been the ‘sugar-free’ trend. This shift is driven by a growing awareness of the importance of maintaining a healthy and balanced diet, leading to a reduction in sugar consumption.
Sugar-free plant-based drinks effectively meet the demand for tasty and nutritious options for consumers looking to reduce their sugar intake. This market segment is gaining significant traction, with increases in both demand and supply. As of now, three of the four best-selling plant-based beverage brands by volume in Italy in 2023 are sugar-free (Nielsen, 31/12/2023). Atlante anticipated this trend years ago, developing several private label projects and expanding our Benesse range to include beverages in five different bases without any added sugar.
Atlante’s Focus on Innovation and Sustainability
Atlante remains vigilant to new trends and consumer needs, consistently collaborating with the research and development department to create increasingly innovative drinks without artificial additives.
In recent years, there has been a noticeable expansion in the consumer base for plant-based drinks. Atlante entered this market approximately 25 years ago and was among the first in Italy to introduce these products, which were initially designed exclusively for people with intolerances and sold only through selected channels. Since the 2000s, the target group has broadened to include vegan and vegetarian consumers. The significant growth in this category, however, has been more recent, driven by the exponential rise in the number of flexitarians in Italy, who now make up about 23% of the population (SmartProtein, 2024).
Atlante has always been committed to sustainability, which is reflected in our focus on designing and developing eco-friendly packaging solutions. We are currently exploring new packaging options that are 100% recyclable and considering the use of glass, both of which represent our commitment to a more sustainable future.
These initiatives not only reduce environmental impact but also raise consumer awareness of the importance of sustainability. Our goal is to become a benchmark in the industry for sustainable packaging, demonstrating that it is possible to reconcile quality, well-being, and respect for the environment.
The Rise of ‘Barista’ Plant-Based Beverages
Another significant market innovation increasingly found on supermarket shelves are ‘barista’ lines of plant-based drinks. These formulations have been developed to ensure a creamy consistency and optimal mixing capacity, allowing both professionals and consumers to create delicious drinks comparable to classic milk-based cappuccinos.
Over the last few months, Atlante, always keen to intercept new trends and meet consumer needs, has worked to develop a dedicated Barista line, available for both Food Service and Distributor Brand projects. Our Barista line is based on the market’s three best-selling bases: soy, oat, and almond.