Ahead of World Milk Day on June 1, Veganuary has called on the food industry to establish plant-based milk as the standard option across retail and foodservice sectors. The organization cited environmental, health, and ethical considerations as reasons for moving away from traditional dairy.
“Making plant-based milk the default is not only a matter of choice but of responsibility”
Christopher Hollmann, Head of Veganuary Germany, said, “Plant-based milk has already become a natural option in retail and restaurants. Let’s make it the standard now.”
Recent research by Dr. Marco Springmann of Oxford University confirms that plant-based milk alternatives impose fewer burdens on climate, water, and soil resources compared to cow’s milk. The dairy sector remains associated with substantial environmental impact and animal welfare concerns.
New plant milks spark consumer excitement
Consumer demand for plant-based milk products has increased notably in recent years alongside a wider range of options. Hollmann noted the introduction of milks made from potatoes and watermelon seeds, complementing established varieties like oat, soy, rice, coconut, spelt, almond, and cashew.
Retailers and foodservice providers are responding: Aldi Süd recently held a promotional week focusing on plant-based milk, reflecting growing consumer interest. Data from the Good Food Institute indicates that 38 percent of German consumers of plant-based milk have increased their consumption over the past year.
Despite growth, plant-based milk often remains an optional add-on requiring consumers to request it and frequently involves a surcharge in cafes, restaurants, and institutional settings. Hollmann stated, “We call for consistent incentives to encourage people to choose plant-based milk and to strengthen it as the default choice. Price parity or price advantages for plant-based alternatives are a crucial lever for a sustainable nutritional transition – now, during Veganuary, and beyond.”
Making plant milk affordable for all
In foodservice, some progress has been made. Ikea Germany offered plant-based milk across all stores during Veganuary 2024 without an extra charge, and Backwerk introduced oat milk nationwide during its 2025 campaign under the same conditions. University cafeterias are also adapting; for instance, the Halle Student Union permanently removed surcharges on plant-based milk alternatives after Veganuary 2024.
Hollmann emphasized the role of system and communal catering, saying, “System catering and communal catering in particular have enormous economic and social momentum. We need to continue to vigorously promote these – just like the retail sector.”
Regarding future developments, Hollmann concluded, “Making plant-based milk the default is not only a matter of choice but of responsibility — for the environment, for animal welfare, and for public health. Removing barriers and ensuring equal access is essential for the next stage of food system transformation.”
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