The plant-based products industry continues its rise and the vegetable drinks especially are confirmed as undisputed protagonists, representing one of the most popular categories among consumers. The figures for 2023 are eloquent: a market with a value of 310 million, with a growth of +7% than in 2022 and a total of 149 million liters sold.
But what makes the vegetable drinks an evergreen? Behind their success is a combination of innovation, attention to consumer needs, and sensitivity to issues such as environmental sustainability and personal well-being.
Initially designed for lactose-intolerant people and distributed only in specialized channels, plant-based beverages have seen a significant expansion of their audience over the years. Since the 2000s, the target audience has expanded to include vegetarians and vegans, until recently including the growing segment of flexitarians (i.e., in "flexible" vegetarians, i.e., those who are unconvinced of their choice not to eat meat altogether, so they indulge in it occasionally), who now represent 23% of the Italian population.
The growth of this category is also being driven by the entry of young consumers, who are attracted not only by ethical motivations related to animal welfare, but also by environmental awareness and health concerns.
Among the different options, the soy beverages continue to dominate the market, but it is the "new basics"-such as oats and almonds-that are experiencing the most significant growth rates, capturing an increasingly important share of the market.
Key trends for 2025: sugar-free and high protein
1. Vegetable drinks without sugar
The growing focus on a healthy, balanced diet has made the sugar-free beverage segment one of the strongest trends. These products address the need to limit sugar consumption by offering tasty and nutritious options. By 2023, as many as Three of the four best-selling references by volume in Italy belonged to the sugar-free category.
2. High-protein plant-based beverages
The trend in plant proteins is gaining ground, influencing not only the beverage sector but also the entire food industry. In response to this demand, Italian 100% soy beverages, rich in protein (up to 50g per 1-liter package), naturally lactose-free and low in salt.
The success of plant-based beverages is not just a fad, but a structural change in consumption habits. Consumers are increasingly seeking products that combine taste, nutrition and sustainability. Companies that know how to intercept these needs. The vegetable drinks will remain a staple of the plant-based world, confirming their role as ambassadors for a food revolution that is increasingly inclusive, sustainable and mindful of the future of our planet.
