Research from Oatly has found that plant-based dairy and meat alternatives are on track to becoming mainstream in Ireland in 2023. One-third of consumers are buying more meat and dairy alternatives than they did three years ago, and shoppers under 50 years old are driving this trend. However, those between 18 and 34 are the most likely to swap to plant-based alternatives. The research report coincided with Oatly's first major brand campaign in Ireland, as its products can now be found in Tesco, Supervalu and Dunnes stores.
Of the consumers choosing to go plant-based, 25 percent said they are doing it for their health, and 25 percent said they are doing it because of climate change concerns. Of all those surveyed, only 13 percent knew that food production contributes to a third of global greenhouse gas emissions (half of which comes from meat and dairy production).
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"This new research shows dairy alternatives are on the cusp of entering the mainstream in Ireland. At Oatly, we want to make it easy for people to make small swaps in their diet, which means creating products that require zero compromises on taste, performance, or nutrition. Climate change is the most significant challenge we face, and scientists and researchers agree that we must reduce our consumption of animal-based foods for the benefit of our planet and our future. We're committed to driving this change by working with retailers and coffee shops across Ireland to make Oatly products widely available. And, through our first major brand campaign, raise greater awareness of the availability and benefits of plant-based alternatives to dairy," said Bryan Carroll, General Manager for Oatly in the UK and Ireland.
The report also found that plant-based and meat alternatives are much less popular in the older age groups. Over half of the respondents over age 65 said they would not consider trying meat or dairy alternatives. The taste was the most common reason for this preference.
