Millenials, who were born between 1981 and 1996, set most of the new market trends as they now have the most spending power. They are also noticeably highly informed consumers.  

To meet their needs, many large processors have started offering plant-based alternatives, and those in the dairy industry have been no exception. Among them, the European cooperative Arla  launched a range of oat-based dairy substitutes in 2020, the same year that Dairy Farmers of America (DFA) rolled out a range of plant-based and dairy milk blends. German dairy cooperative DMK entered the market by creating a new beverage division in 2021, before expanding into vegan cheeses and desserts this year. 

We are closely monitoring changes in consumer behaviour. We have noticed a trend toward purchase diversification. Consumers do not buy only either plant-based or dairy products, as they find that both benefit their diet. Only a small percentage of the population seem to consume plant-based products exclusively. 

Dairy products will remain our priority  

While the plant-based segment is inarguably growing, we have to keep in mind that it only represents 9% of the total dairy and dairy substitute market in Canada today. As a result, we must also continue to raise awareness about the quality and nutritional value of dairy protein, since consumers still purchase our dairy products.   

Agropur must stay on top of client and consumer needs. To that end, we have been proactive and launched Natrel Plus, a protein-enriched milk, last year. This product is selling well, much like our lactose-free milk.  

The 2020 Annual Consumer Insights Tracker shows the importance of dairy products for Canadian households, indicating that 98% of Canadian households purchase some type of dairy product at least “sometimes”, versus 56% for plant-based products.  

Agropur’s dairy producer members are at the heart of our mission and we are proud to be an organization that has always had our finger on the market’s pulse. We will continue to adapt and ensure that we offer quality products that anticipate the future needs and desires of consumers.