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The consumption of plant-based milk has been on the rise globally, and Southeast Asia is no exception. As more people become aware of the health and environmental benefits of non-dairy milk alternatives, plant-based milk has become increasingly popular in the region. Milieu Insight's latest study sheds light on this trend by exploring the preferences and reasons behind the growing popularity of plant-based milk in Southeast Asia. By surveying a nationally representative sample of 6,000 respondents across six countries in the region, the study provides insights into the top choices and motivations driving the shift towards plant-based milk consumption. With mounting calorie concerns and the growing preference for vegan diets, plant-based nutritional beverages are poised to play a significant role in the Southeast Asian market in the coming years.
Plant-Based Milk Adoption on the Rise in Singapore
In Singapore, the plant-based milk market is rapidly gaining mainstream popularity, with 87% of consumers having tried a plant-based milk beverage. Of those who have tried it, a significant 62% consume it regularly. This growing trend towards alternative milk sources is driven by consumers looking for healthier and more sustainable options. However, despite this demand, cost remains a barrier for many. In fact, our study found that 49% of those in Singapore who have tried plant-based milk but do not regularly drink cited cost as one of the top reasons for not doing so.
Despite the price concern, the trend towards plant-based milk is clear in Singapore. As consumers become more health-conscious and environmentally aware, companies are responding with innovative and affordable plant-based options. This shift in consumer behavior is reflected in the fact that more than half (53%) of those who have consumed plant-based milk beverages report drinking less dairy milk.
Our study also found that 20% of Singaporeans are willing to switch the default dairy option to a plant-based alternative. Although this statistic may not seem very high, it is a positive sign of the growing preference for sustainable and nutritious alternatives to traditional dairy products. Nonetheless, price remains an important factor, with only 38% of consumers willing to pay extra for a dairy substitute in their beverages.
Top product influences in Singapore to choosing a plant-based milk beverage:
- Low/No sugar (65%)
- High in protein (51%)
- Minimal preservatives/ additives(47%)
- Organic (32%)
- Non GMO (32%)
The findings also show differences in what influences purchasing decisions among different age groups. About 3 in 10 (29%) young adults aged 16-24 listed environmentally friendly packaging as one of their key influences. Among those aged 55 and above in Singapore, more than half (55%) are likely to turn to plant-based milk products that have minimal preservatives/additives, while 22% feel that locally owned or manufactured product will influence their decision.This analysis highlights the growing trend towards plant-based options in Singapore and the importance for companies to cater to different consumer preferences to remain competitive in the market.
Regional Insights
At the regional level, the results show that soy milk leads the pack, with 74% of Thai consumers drinking it regularly, followed by 57% in Malaysia and 59% in Vietnam.
Health and taste were cited as the top reasons for drinking plant-based milk, with convenience also playing a role. Malaysians, Indonesians, and Vietnamese are the top three countries who are very or somewhat likely to try plant-based milk beverages.
When it comes to choosing a plant-based milk beverage, product claims such as low/no sugar, high protein, and organic rank high in importance.
Milieu Insight is a renowned online survey tool and market research company, dedicated to empowering businesses in a data-centric era.
