Plant-based milk has moved from a niche product to an important segment of the European market, and Romania is beginning to follow this trend.

According to Euromonitor, the European plant-based beverages market exceeded €5 billion in 2024, with an annual growth rate of 10%. In Romania, consumption of plant-based milk increased by 15% compared to 2023, but it remains modest compared to conventional milk, which continues to dominate the market.

The 2024 INS report shows that Romanians consumed on average 54 liters of conventional milk per capita, compared to only 2.3 liters of plant-based beverages.

However, the young and urban segment increasingly prefers alternatives based on soy, almonds, or oats, citing health and sustainability benefits.

Traditional dairy processors are responding by launching hybrid product lines or by investing directly in plant-based products. “We can no longer ignore this trend, because it is changing the market and consumer expectations,” stated a representative of a processors’ association.

The balance remains clearly in favor of traditional milk, but the direction is clear: consumption diversification will reshape the dairy industry in the coming years.

(Photo: Freepik)