{"id":49124,"date":"2021-07-05T11:52:53","date_gmt":"2021-07-05T09:52:53","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=49124"},"modified":"2021-07-05T11:56:05","modified_gmt":"2021-07-05T09:56:05","slug":"dairy-alternatives-re-energised","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2021\/07\/05\/dairy-alternatives-re-energised\/","title":{"rendered":"Dairy alternatives industry re-energised after beating off \u2018censorship\u2019 threat"},"content":{"rendered":"

Europe\u2019s \u20ac3.6 billion plant-based food market<\/strong> is an extraordinary success story by any measure, growing by nearly 50% in the last two years (2018-2020, Neilsen), and propelled by a \u2018virtuous trinity\u2019 of health, environmental and animal welfare benefits.\u00a0<\/span><\/p>\n

<\/p>\n

\"Dairy
123rf Limited\u00a9bondd<\/figcaption><\/figure>\n

Dairy alternatives challenge conventional dairy products<\/h2>\n

Much of this growth has come from the burgeoning dairy alternatives sector, which is increasingly challenging key conventional dairy categories such as milk, yoghurt and cheese. This has led to a pushback from the dairy sector, which has been lobbying EU law-makers to impose even tougher restrictions on the terms that plant-based brands can use to describe and promote dairy alternatives.\u00a0<\/span><\/p>\n

When, in October 2020, MEPs voted in favour of Amendment 171, a controversial EU food regulation that would have imposed draconian restrictions on how dairy alternatives could be marketed, the sector\u2019s future growth prospects looked threatened.\u00a0<\/span><\/p>\n

Plant-based censorship<\/h3>\n

As well as extending existing restrictions on the use of dairy-related terms, when describing plant-based foods (terms like \u2018oat milk\u2019 or \u2018vegan cheese\u2019 are already outlawed), Amendment 171 would ban phrases such as \u2018does not contain milk\u2019 and \u2018creamy texture\u2019. But it went further than that. It prohibited any use of \u2018evocations\u2019 of dairy products on plant-based packaging or in advertising, including packs designs judged to be \u2018imitating’ dairy.<\/p>\n

Against this backdrop, a broad coalition of environment, animal rights and health groups, working alongside plant-based brands, launched a fight back. Claiming that Amendment 171 amounted to \u201cplant-based censorship\u201d their campaign culminated in a petition \u2013 launched by the vegan advocacy group ProVeg \u2013 that attracted nearly half a million people. One of the group\u2019s most powerful arguments was that Amendment 171 directly contradicted the EU\u2019s flagship Green Deal and Farm to Fork strategies, both of which call for an expanded role for plant-based food production as part of a green transition.\u00a0<\/span><\/p>\n

\n

Amendment 171 prohibits phrases such as “no milk” and “creamy texture”<\/p>\n<\/blockquote>\n

In all likelihood it was the last point that eventually forced a rethink and led to the dramatic announcement, in late May, that Amendment 171 had been rejected.<\/p>\n

Re-energised s<\/span>ector<\/h3>\n

Campaigners called the decision a \u201cvictory for common-sense\u201d and \u201ca critical turning point for healthy, sustainable diets in Europe\u201d. One of the plant-based brands that supported the ProVeg petition, Biogran, said that its success would \u201cre-energise the sector and give it new hope\u201d.<\/p>\n

\"\"
123rf Limited\u00a9thitarees. Coconut yogurth<\/figcaption><\/figure>\n

The decision means that the sector can innovate again with renewed confidence. ProVeg vice president, Jasmijn De Boo,<\/span> told Bio Eco Actual: \u201cAM171 would have obstructed sustainable innovation but thankfully everyone\u00a0saw through it.\u201d De Boo insists that plant-based is already the big direction of travel in food industry innovation: \u201cPlant-based is where the money is and food innovators know that\u201d. According to Mintel, dairy alternatives are leading the charge, with 4,662 new products with a dairy-free claim launched globally in 2019 alone.<\/p>\n

Smart Protein Report<\/i><\/h3>\n

The EU-funded Smart Protein Report, which looked at the plaint-based food market in Europe between 2018-2020, confirms that plant-based milk is the biggest dairy-alternative category. Plant-based yoghurt comes in second, followed by plant-based cheese and ice cream. Plant-based drinking yoghurts and specialist live culture products, such as kefir, account for much smaller shares of the market \u2013 although they are among the fastest-growing categories and overperform in specialist channels.\u00a0<\/span><\/p>\n

Creative innovation<\/h3>\n

Netherlands-based Abbot Kinney\u2019s say it is using creative innovation to \u201cflip the standard\u201d \u2013 in other words, making conventional dairy the alternative. The company says: \u201cIn 2021 Abbot Kinney\u2019s has bet strongly for innovative products. When developing new products, we always take into account market and consumer trends, and develop disruptive products which always meet our standards of Delicious and Tastiness.\u201d<\/p>\n

The company specialises in plant-based yoghurts and ice cream. Recent launches include its coconut milk-based Greek Style Bio, tapping into growing demand for vegan Greek style yoghurt options, and its new Daily Delight range (a lower fat take on its original coconut, almond and oat yoghurt lines).<\/p>\n

\n

For ethical-minded consumers who want to switch to dairy alternatives, the most attractive combination is organic plus vegetable<\/p>\n<\/blockquote>\n

French, family-owned brand Sojade, offers one of the biggest ranges of dairy-alternatives around. New products include an on-trend nut flavoured hemp dessert and a Blackcurrant Soya Kefir. Harvest Moon, a mission-based brand from Germany, offers a deep range of plant-based yoghurts, desserts and milk alternatives produced using responsibly sourced ingredients as part its \u201cphilosophy centred on humanity\u201d.\u00a0<\/span><\/p>\n

Power couple\u00a0<\/span><\/h3>\n

The environmental case for plant-based foods is a key market driver. But eco-minded consumers have high expectations for brands in this area. They\u2019ll call out the mass retail brands who use GMO soya, and demand answers about industrialised almond production (which has a water footprint almost as large as conventional dairy \u2013 with rice not far behind). They’ll challenge brands over food miles too, which has led major actors like Oatly opening new plants in key markets (the company announced this year it will build its biggest factory to date, in the UK).\u00a0<\/span><\/p>\n

For ethically-minded consumers who want to make the switch to dairy alternatives the most compelling combination is organic plus plant-based. Fortunately, there is a growing choice of dairy alternatives from companies \u2013 including heritage brands like Provamel and Sojade, along with a clutch of new start-ups \u2013 who are fully committed to organic, with its multiple environmental, health and welfare benefits. These \u2018organic forward\u2019 brands are now setting the pace for the whole dairy alternatives sector.\u00a0<\/span><\/p>\n

Author<\/strong>: Jim Manson, Journalist<\/p>\n

Subscribe<\/a>\u00a0at our Newsletter and be up to date with the latest news from the Organic Sector<\/strong><\/p>\n

Bio Eco Actual<\/strong>, Independent European Organic Press
\n<\/em>Read Bio Eco Actual<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Europe’s €3.6 billion plant-based food market is an extraordinary success story by any measure, growing by nearly 50% in the last two years (2018-2020, Neilsen), and propelled by a ‘virtuous trinity’ of health, environmental and animal welfare benefits. <\/p>\n","protected":false},"author":419,"featured_media":49116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5210],"tags":[],"class_list":["post-49124","post","type-post","status-publish","format-standard","has-post-thumbnail","category-latest-organic-news"],"yoast_head":"\nDairy alternatives industry re-energised after beating off \u2018censorship\u2019 threat<\/title>\n<meta name=\"description\" content=\"Much of the growth of the plant-based food market in Europe has come from the burgeoning dairy alternatives sector.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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