With the number of vegans and dairy-free diet followers in the UK on the rise, the growing market for plant-based alternatives to animal-based foods is likely to continue to thrive. Consumers' concern regarding the sustainability, ethics, and health impact of the consumption of dairy is a major driver of the expanding market presence of soya-, nut-, and grain-based dairy replacements.
The success of the plain yogurt alternative has contributed to the status of Alpro as the UK's fastest-growing grocery brand.
The environment-and health-related concerns of consumers fuel the popularity of dairy-free diets and vegan lifestyles, thus supporting the success of Alpro's plant-based yogurt alternative. Underlining the sustainability of the manufacturing process and high nutritional values has strengthened the "good for the planet, good for you too" positioning of the Alpro Plain range.
The brand has highlighted the product's versatility and launched a successful customization-focused campaign that aims at the audience's experimental attitudes as well as their need for convenient breakfast products. This has helped to widen the product's appeal and reach consumers following "regular" diets.
"Success: Alpro Plain Yogurt Alternative" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Alpro's soya based alternative to natural yogurt. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
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Summary: Alpro Plain yogurt alternative
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Alpro, Perfect Day, Danone, Silk, Provamel, Horizon Organic, Wallaby Organic, International Delight
Success, failure, CPG, FMCG, innovation, Alpro, yogurt alternative, soya, veganism, plant-based, GMO, free-from, nutrition, dairy, milk, sustainability, protein, health, ethics
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