There are more and more alternatives on the market for those who do not want or cannot consume milk. Its popularity is such that, according to a study carried out by YOSOY, the number one brand in sales of vegetable drinks in Spain, of the 98% of consumers who drink coffee with milk or a vegetable drink, 40.2% combine it with the latter.
The study, focused on vegetable drinks and their consumption combined with coffee, was presented on October 10 at the This is art event, organized by the brand at the Thyssen-Bornemisza National Museum. Those attending the event enjoyed the first creamart exhibition with a 100% vegetable drink in Spain by Michael Breach, one of the only experts in the creamart technique in the world.
More and more consumers are opting for products with a reduced list of ingredients. This is the case of YOSOY Barista, which is made with only four ingredients – water, from the Montseny Natural Park; oats, of 100% European origin; rapeseed oil and sea salt, to give flavor and body to the drink -. It is the only barista without additives, that does not cut corners with coffee, without added sugars and without gluten. With this formula, YOSOY Barista achieves a creamy and foamy coffee; and, thanks to its composition and production, it continues with its commitment to producing clean label products.
The vegetable drinks market in Spain continues to rise. According to Nielsen, the category already exceeds 350 million euros and has grown by more than 10 penetration points, reaching 40% of Spanish households, which represents more than 7 million homes. In this context, YOSOY is the leading brand both in value (12.6%) and volume (10.1%) in the national market, number one in rotation of the main varieties, such as oats, rice and flavors. , and concentrates a 60% share in value in the Barista segment.
While the consumption of milk of animal origin falls both in consumption within the home and outside, the consumption of vegetable drinks is growing in both scenarios. According to Kantar Worldpanel, as far as moments of consumption are concerned, breakfast continues to be one of the great moments of consumption of vegetable drinks, where 53% of people mix them with coffee.
According to the study carried out by YOSOY, 55.6% of consumers opt for a barista drink for their coffee due to its creamy texture, followed by 41.7% who do so because of the smooth flavor when combined with coffee – alone 2.7% chose the answer “another option” to this question -. At an organoleptic level, 95% claim to notice the difference when drinking coffee with a barista vegetable drink compared to classic vegetable drinks.
Regarding attributes that consumers take into account when choosing a vegetable drink that is mixed with coffee, they prioritize that the drink does not distort the flavor, that it has a creamy texture and that it naturally sweetens the coffee, characteristics that it meets. YOSOY Barista, in addition to not containing additives or added sugars.
Likewise, consumers are increasingly aware and concerned about their health. For this reason, many enter the category of vegetable drinks in order to abandon dairy products due to intolerance or poor digestion, or to seek more health and sustainability in their consumption. In this sense, although 77% of those surveyed are not aware that replacing the coffee with animal milk in the morning for one with a vegetable drink would save 45,733 liters of water per year, 68% would be willing to make the change knowing this data.
