The potato milk trend offers Irish farmers the ideal opportunity to jump on the plant-based train


Potato milk is the latest trend in the fight for market share in the traditional cow’s milk market.

The Swedish company is already selling it in the UK and it’s hit Irish shelves, selling for €2.95 per liter.

Faced with the deliciously tropical-sounding coconut “milk” and the nutty-tasting almond “milk,” potato “milk” might have an uphill battle to break through in the plant-based beverage market. Or will it?

The latest figures from the National Milk Agency (NMA) show that cow’s milk consumption in Ireland continues to decline at both individual and national levels, even as the population surpasses 5 million for the first time since 1841.

However, plant-based foods are one of the biggest nutrition trends of recent times, and plant-based “milk” accounted for 15 percent of in-store milk sales in 2020.

And it’s a market that’s still growing, with the global dairy alternatives market expected to grow at 15 percent per year for the coming years.

Ireland might be one of the most environmentally sustainable places to produce dairy, but aren’t we also missing a trick when it comes to thinking outside the box?

One of the Irish dairy industry’s great success stories has been its ability to retain ownership of popular consumer brands such as Kerrygold butter and Avonmore milk.

However, in the burgeoning plant-based market, there is a risk that corporations will take control rather than the primary food producers.

National fresh milk consumption was 563 million liters last year, down 3 million liters or 1 percent from 2020. Nothing too drastic, but a drop nonetheless as the country’s population increased. What would the decline have been if our population had stayed the same since 2016?

It is great for the dairy industry here that Irish consumers continue to have one of the highest per capita consumption of fresh drinking milk in the world with an annual consumption of 112 liters per capita in 2021 and this should continue to be encouraged.

In the annual report of the NMA there is only a reference to herbal alternatives and no real details on the market.

Isn’t it a short-sighted strategy to ignore herbal products because they are seen as the “enemy”?

Like it or not, there has been a clear trend toward everything plant-based, and it doesn’t seem to be stopping. The potato milk trend offers Irish farmers the ideal opportunity to jump on the plant-based train

Fry Electronics Team

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