A growing number of consumers, especially from Gen Z, are turning to plant-based alternatives in their food choices. Despite the buzz around these products, they still make up a small part of the overall market. The question remains whether they can truly replace traditional staples in the coffee industry.
• About 65% of Gen Z and 63% of Millennials in the U.S. are actively seeking plant-based options.
• The market for alternatives is growing, but many products are still niche and premium-priced.
• Alternatives often struggle to compete with established products on price and sensory experience.
• Some companies view investments in alternatives as a hedge against future supply chain issues and climate volatility.
Understanding this trend is crucial. The alternative economy is not just about replacing traditional products; it’s about finding new ways to meet consumer needs. As younger generations push for change, the market may evolve to include both traditional and alternative options, creating a diverse food landscape.
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