Nearly half of the people surveyed in Germany now consume plant-based milk alternatives, according to new research commissioned by Danone Germany in collaboration with the Düsseldorf-based market research firm INNOFACT. The survey of 1,532 individuals, carried out in October 2025, indicates that plant-based drinks have moved well beyond specialist shelves into ordinary households. Plant-based milk alternatives are used by 47% of respondents, with 18% reporting regular consumption, and uptake is particularly strong among younger adults and families with children, where usage reaches 56%.
The study shows that oat milk clearly leads the category, with 48% of plant-based milk users choosing it most frequently, followed by almond milk at 34%. Soy milk appears especially significant among vegetarians, 30% of whom report regular use. Health-related motivations are cited most often for choosing plant-based drinks, with animal welfare concerns also playing a notable role. When making purchasing decisions, people rank taste, texture, and value for money as the decisive criteria. Among those who still avoid plant-based milk alternatives, 54% say they do not like the taste, while 44% highlight the higher price. Fortification is emerging as a key factor in product selection. Some 44% of respondents say they prefer plant-based milks enriched with vitamins and minerals, and of this group, 75% would be willing to pay more for these fortified options. The most relevant nutrients identified are calcium, vitamin D, and vitamin B12, while flexitarian respondents also emphasise fibre, plant protein, and iron. Iodine, however, remains largely overlooked, with only 22% actively monitoring their intake, even though 71% report using iodised table salt and 21% say they buy iodine-enriched foods, with some also using supplements. Younger people, and those following vegetarian, vegan, or flexitarian diets, are more likely to have their iodine levels tested.
