Plant-based milk, poured straight into a cup, without consumers ever having to commit to a full carton. That, in short, is why plant-based milk alternative brands have made the coffee industry a key proving ground over the years.
Coffee shops are a low-risk environment for trial where consumers get to try new formats and flavours without the pressure of buying an entire product – or indeed, to ever try the same drink ever again.
That low barrier to experimentation is what’s so compelling for plant-based milk brands – particularly as the sector has matured. But today, it takes much more to make the grade with coffee professionals and regular shoppers alike. Here’s what brands are leaning on to appeal to coffee industry professionals, and ultimately, gain favour with consumers.
Functionality is non-negotiable
Major dairy alternative brands were out in force at this year’s London Coffee Festival held at the Truman Brewery in mid-May. For the likes of Oatly, Alpro, Rude Health, Califia Farms, Sproud and more beyond, the annual UK trade and consumer event has become an important calendar fixture. From expanding out-of-home distribution to appealing directly to the mainstream coffee crowd, the show offers a crucial platform for business development.
When it comes to the baseline of what makes a barista plant-based milk stand out to professionals, everyone we spoke to on the show floor agreed that functionality is non-negotiable.
“What professional baristas want is what drives how the products evolve –especially around foam and performance in coffee,” said Alpro’s Rachel Lowry.
“Our Barista product was about making plant-based milk truly work in coffee,” said Oatly’s Zoe Harris, reflecting on the launch of the Swedish brand’s Barista Edition, which has since expanded into a range of flavours and formats, including machine-friendly options. “It wasn’t just about how it tasted – people wanted the visual, the craft, the latte art.”
For Rude Health’s Liam Maddin, it’s about plant-based milk products ‘being a great partner’ to coffee drinks. “You’re bringing something that supports the product, not fights it,” he said. “That means great foamability – the foam has to be right – and to complement the coffee.”
Gateway to consumers
Retail shelves are far from the only key battleground for dairy alternatives – coffee shops are increasingly important for boosting visibility and adoption.
“It’s really important to stay relevant in front of consumers, whether that’s in specialty coffee or more mainstream channels,” said Oatly’s Zoe Harris. “To meet that mission, our role is to try and increase the number of occasions where people would consider having an oat-based product instead of dairy.”
The company is doing that with oatmilk-based drinks, hot and cold. At the show, it presented several drink concepts, including fig leaf matcha (Oatly Barista Edition, fig leaf syrup, ice) and persimmon cold brew (oatmilk, cold brewed coffee, persimmon puree with vanilla and nutmeg, and more ice).
“We’re there to give [consumers] variety – that’s how you build something strong,” Rude Health’s Maddin said. “It’s about being a great match for those drinks, and part of that coffee experience.”
Alpro’s Lowry said: “Coffee is our focus area for the next couple of years – it’s the way to stay in front in the coffee industry. What professional baristas want, and how you evolve products for them, is what drives development. It’s about creating that moment when you’re making coffee, and making it work at scale.”
Sustainability is expected – but no longer enough
Sustainability has long been a major USP for dairy alternatives – but according to those we spoke to, it’s a baseline, rather than something to rely on for differentiation.
Oatly still heavily leans on its lower environmental footprint compared to dairy – but the message is increasingly about supporting sustainable lifestyles.
“People want things that taste great, but that also have an added benefit – whether that’s good for the planet or something else,” Harris said. “That has become our mission – to make it easy for people to live their lives without recklessly taxing the planet.”
Rude Health’s Maddin agrees. “Sustainability is always going to be the focus,” he said. “Our products are always organic where they can be. “Organic is better for the environment, and it reflects the quality of what we’re talking about.”
Shift toward taste and flavour innovation
Ultimately, it’s taste and experience that determine if a product succeeds. And when it comes to speciality coffee, it’s increasingly about flavour neutrality, Swedish plant-based milk brand Sproud said.
Sara Berger, CEO, said that the company’s Barista Zero combines foamability and certified no-sugar and no-allergen credentials, delivering both subtle taste and reassurance from a food safety perspective. The result is a milk alternative that can even outperform dairy as a highly adaptable base – giving baristas a more neutral platform for experimentation while still performing reliably in coffee.
But broadly, on-trend flavours are what hook consumers in. “Flavour is one of the things that’s going to attract those consumers; that’s what they want,” Alpro’s Lowry said. “Vanilla and caramel, and ready-to-drink matcha, those are all really important.”
Rude Health – which majors on using kitchen cupboard ingredients to create drinks that are both clean-label and functional – has also leaned on flavour innovation with coffee consumers in mind, having launched a Barista Pistachio and Hazelnut options in retail this year.
“We want to offer people variety – we have something for everyone,” Maddin said. “All the flavour is natural – nothing artificial or added – it comes from the real ingredients.”
For Oatly, chilled drinks are a way to bring out oatmilk’s flavour. “Iced drinks are so big – you can taste oatmilk more there,” said Harris. “With matcha and those kinds of drinks, you really notice the flavour much more as well.”
