TRENDS IN DAIRY AND PLANT MILK CONSUMPTION AMONG 25- TO 34-YEAR-OLDS
OVERVIEW
Hubbub’s latest polling, conducted by Censuswide in November 2024, uncovers shifting attitudes towards dairy and plant milk among 25- to 34-year-olds in the UK.
The results of this nationally representative polling, conducted with 2,000 members of the British public, have been used to inform Find Your Oooh (take 2), our plant milk comms campaign launching in February 2025.
We focused on 25- to 34-year olds as polling carried out in February 2024 showed that this age group drink hot drinks regularly but 15.5% have never tried plant milk before, and many aren’t already choosing plant milk as their default, despite being the age group:
• Most open to reducing their dairy intake in the future (49%)
• Most likely to agree that ‘eating meat and dairy is a contributor to climate change’
The insights shared below not only highlight emerging trends but also identify opportunities for businesses including plant-based milk producers, retailers and hospitality to drive sustainable behaviour change.
KEY INSIGHTS FOR BUSINESS
1. THE DAIRY LANDSCAPE
• Widespread consumption: 97% of 25- to 34-year-olds drink dairy, with 57% consuming it daily.
• Shifting habits: 40% of 25- to 34-year-olds report drinking more dairy than a year ago, while 14% drink less.
• Openness to reduction: 69% of dairy consumers aged 25-34 are willing to reduce their consumption, motivated by health (55%), animal welfare (36%), and cost (33%).
2. THE RISE OF PLANT MILK
• Growing popularity: 72% of 25- to 34-year-olds consume plant milk, up from 57% earlier this year. Daily consumption has also increased, averaging 2.1 days per week among this age group.
• Positive first impressions: 76% of 25- to 34-year-olds had a pleasant experience when trying plant milk for the first time, describing it as ‘healthy’ (44%) and ‘tasty’ (33%).
• Barriers to adoption: among 25- to 34-year-olds, cost (28%) and taste (33%) remain key challenges for wider adoption.
3. SUSTAINABILITY IN DIETS
• Sustainability efforts: 54% of 25- to 34-year-olds actively try to make their diets more sustainable. Among them, 20% identify as flexitarian, 9% as vegetarian, 8% as pescatarian, and 3% as vegan.
• Perception matters: for 25- to 34-year-old plant milk drinkers, environmental benefits (“doing something good”) resonate alongside self-perceived attractiveness and adventurousness.
4. SOCIAL AND EMOTIONAL APPEAL
• Attractiveness linked to openness: 76% of 25- to 34-year-olds find openness to new experiences attractive, and 46% feel more attractive when drinking plant milk. This demographic values traits such as open-mindedness, curiosity, and environmental consciousness.
1. EMPHASISE HEALTH AND WELL-BEING
• Highlight the health benefits of plant milk, particularly for those aged 25-34 who experience bloating or digestive discomfort from dairy (34% report bloating after consuming dairy).
• Use relatable messaging around feeling better and boosting self-confidence to engage this audience.
2. ADDRESS BARRIERS DIRECTLY
• Work to overcome cost perceptions by offering price-parity with dairy where possible.
• Team up with Hubbub to showcase the taste appeal of plant milk in creative, engaging ways.
3. BUILD ON THE ‘ATTRACTIVE LIFESTYLE’ NARRATIVE
• Position plant milk as a socially and emotionally appealing choice. Campaigns can highlight the link between plant milk and traits like open-mindedness and environmental care.
4. ALIGN WITH FLEXITARIAN LIFESTYLES
• Showcase plant milk’s versatility as an easy switch for flexitarians aged 25-34 looking to reduce their environmental impact.
• By combining data-driven insights with creative campaigns, businesses can inspire behaviour change and contribute to a more sustainable future.
To talk through this insight or how we could collaborate to drive behaviour change in this area. Or if you would be interested in seeing the complete polling data please email mark@hubbub.org.uk.
