Vegetable milk: the market that has turned from an alternative to an empire

If you, too, have combined the holiday dishes with several dishes with milk substitutes, you are not alone: ​​Israel is among the leaders in the global change that is taking place in the consumption of plant foods.

It was during Pentecost that we set out to examine how the market for milk substitutes has turned from a marginal niche into a developing field

I have Seville

04/06/2022

Saturday, 04 June 2022, 07:14 Updated: Sunday, 05 June 2022, 07:45

• Share on Facebook

• Share on WhatsApp

• Share on Twitter

• Share on Email

• Share on general

• Comments

  Comments

The market for plant-based milk substitutes is constantly rising due to a global trend of reducing the use of animal products, which has brought with it significant development in substitutes, with huge investments by companies in the development, production and marketing of diverse products.

According to GFI reports, 39% of U.S. households consume plant-based milk substitutes on a regular basis, with a global market size of about $ 21.5 billion (in 2020), which is expected to grow by about 11.2% annually, so that in 2027 The size of the market will be $ 44.9 billion.

In 2018 alone, about 1,549 million liters of milk were produced in the State of Israel alone, yielding about 119,000 cows in hundreds of dairy farms scattered throughout the country. The violations themselves.

Taking into account the expected population growth in the coming decades and the fact that in order to produce milk we need large areas (as well as for other agricultural crops, it seems that we are on the safe path to the dilemma between the housing crisis and food security.

Good to know (promoted)

7 risk factors for heart disease and one way to identify early and prevent heart damage

Served on behalf of Shahal

In 2018, dairy production in Israel was based on the yield of 119,000 cows (Photo: ShutterStock)

Do not give up milk - the real change lies in the method of production

In recent years there has been a heated debate about the necessity and contribution of milk to our diet.

The contribution of milk and its products to the supply of essential calcium to the body is unquestionable, but the exclusivity of milk as responsible for the calcium we need has been undermined with a variety of alternative products.

These have been joined by studies that state that increased milk consumption can also have negative consequences for our health as well as the almost fashionable tendency for vegans, vegetarians or "reducers" (those who do not avoid animal foods, but greatly reduce their consumption).

A recent study found that a third of Israeli households are expected to include dairy-free dishes during a holiday meal.

This is due to a variety of reasons including hosting a family member or guests whose diet is vegan whether for a health reason such as allergy or milk tolerance.

The results of the study indicate a behavioral change among consumers, with one in three households in Israel incorporating milk substitutes and one in five households incorporating vegan products into their daily diet (all products, including meat substitutes).

"Israel is considered one of the leading countries in the world in reducing animal food and switching to plant-based nutrition. This is no longer a trend, but a real change and choice of plant-based nutrition as a way of life."

"In fact, Israel is currently at the forefront of global change that has taken place in the transition to consuming plant foods in recent years. The Israeli consumer is open to innovation in the field and chooses to include plant dishes in his daily menu and as can be seen from the study." .

Soy drink as a substitute for milk (Photo: ShutterStock)

Veteran industry: from the Netherlands to Israel

Despite the rise of milk substitutes, there is no intention to give up real milk, as everyone knows.

The real and imminent change in the field lies in the method of production of the same milk.

Methods that look like scenes from science fiction movies are now a kicking and proven reality that allows humanity to produce proteins that are exactly the same as those produced by animals without the use of animals.

"Niche for a growing field" - an increase of 58% from 2019

Michal Betzer, Director of Marketing at Tnuva's Dairy Division

, which produces milk substitutes under the Alternative brand, notes that 95% of Israelis consume dairy products. Like protein-enriched yogurts. "

"Towards weeks," Betzer adds, "these trends are also accelerating. At the same time, there is a consistent increase in the proportion of Israelis seeking to include plant-based food products in their daily diet, and these have turned milk substitutes in Israel into a double-digit growth area. "In the last year and a growing variety of product types. Between the years 2019-2021, the category grew by about 58%."

(Data: Sterncast).

Spicy tofu from the Tnuva alternative series (Photo: Tnuva PR)

The drinks are leaders in the milk substitutes category

The field of milk substitutes includes a variety of product types: beverages from various raw materials (almonds, soy, oats), yogurts, cheeses, delicacies, tofu and more.

The family beverages category is the leading category and has total sales of NIS 341 million (2021 Sterncast), and is growing at a rate of 12.8% this year compared to the same period last year (22 vs. 21, Sterncast).

Tnuva's oatmeal drink is the 12th best-selling product among the dairy products' refrigerators in the retail chains.

Betzer added: "We at Tnuva are constantly working to expand the range of products and open new segments while maintaining nutritional values ​​close to the world of dairy and by combining new and delicious raw materials. Tnuva, as the leading food company in Israel, strives to respond to all consumers according to changes in consumption habits. To create value propositions and innovation in all areas - of course also in milk substitutes. "

Ahead of Shavuot, Tnuva has expanded its Alternative cheese collection, along with promotions and price solutions, when it announced a "Shavuot and a half" promotion in which a second product is sold at a 50% discount, on a wide range of products.

Among Tnuva's existing products under the Alternative brand: tofu, soy spreads, BIO soy drinks, yellow cheese slices, milk substitute drinks and a variety of delicacies based on oats, almonds and soy.

Oatmeal drink from the Alternative series - Tnuva (Photo: PR)

Millions of probiotic bacteria

Ufix, an Israeli start-up company, was established in 2014 and is also involved in the development, production and sale of vegetable milk substitutes, through food companies and consumer product brands under a third-party brand and through a private label of the company and local distributors.

Yofix sells the Yo'ridge brand in the natural market and in the Shufersal chain.

The product was originally intended for the British market, where they conducted a successful pilot, and recently also arrived in Israel.

Yo'ridge is a unique product in a new category in the world of milk substitutes.

It is based on a number of basic raw materials and not as accepted in the industry on the basis of one ingredient - the accepted ingredients are soy, oats, coconut or almonds.

The multiplicity of components allows for flexibility in the solutions provided, including a unique taste.

It is probiotic, contains millions of probiotic bacteria that are good for the digestive system and has a clean label - CLEAN LABEL - a trendy term in the world that refers to only natural ingredients and no additives, ie - the product contains only natural ingredients, no preservatives, no stabilizers, no thickeners and more.

Yofix's Jurisdiction product series, with a clean label CLEAN LABEL (Photo: PR)

The food industry is freeing itself from dependence on animals

The Israeli company REMILK is a world leader in the development of milk proteins identical to those produced by cows, but without the use of animals.

The technology developed by Remilk is a significant breakthrough in the global food industry and eliminates, for the first time in history, the need for cows to produce milk.

Dairy products made from the company's proteins have significant advantages over traditional dairy products

- they are free of lactose, cholesterol and residues of hormones and antibiotics, along with an experience of taste and texture identical to that of traditional dairy products.

The technology developed by Remilk may eliminate the need for cows for the dairy industry and address a growing need to provide food security to the growing world population.

The foundation on which the technology rests has been recognized and used for years in the food industry and now, for the first time, the food industry is freeing itself from dependence on animals, which are coming out of our food chain.

REMILK was founded in 2019 by Aviv Wolf, an officer (res.) In the Reconnaissance CEO, a visionary and business entrepreneur in the worlds of technological startups, and Dr. Uri Kochavi, an expert in the biochemistry of proteins.

: “The response we provide is broad and comprehensive to a necessary and urgent need: to preserve the planet's limited resources while committing to creating a more efficient and stable food system that will meet the immediate need for food security for the growing world population.

This is not a niche product or an innovative but limited food component, but the acceleration of the global transition to sustainable, nutritious, delicious, healthy food, and at an affordable price for everyone. "

REMILK, the food industry is freed from dependence on animals (Photo: remilk)

The future: real cultured milk

Wilk is another one of the most interesting and groundbreaking companies in the Israeli food tech world.

It is a public company operating in the fields of biotech and podtech, it develops technologies for the production of human breast milk and cow's milk and cultured mammals.

After launching its operations in 2020, the company holds a patent for laboratory production processes that replicate the milk-producing cells of humans and other mammals to create 100% real milk and milk components in the laboratory.

Wilk has become the first food tech company in the dairy sector to join the Cellular Agriculture Europe coalition working to promote cellular agriculture and a commitment to developing and building a sustainable food future.

On the occasion of Shavuot

gives a glimpse into what milk will look like in the future:

Prof. Argov, offers a scientific view that shatters some of the myths we were quick to adopt and also gives a look to the future: "Humanity cannot and must not give up animal milk. Milk is one of the main sources of calcium, protein and iron. It is, admittedly, not the source with the most vitamin concentration It is high, but it has developed a composition that provides our body with the best calcium and vitamins than any other food source. "

"Today, the dairy industry offers customization to diverse population groups such as: lactose-sensitive, vegetarian, vegan and more groups. However, the quality of these products in terms of nutritional values ​​is not a real substitute for that of cow's milk. The nutritional quality while maintaining the taste and texture of the milk. "

"One of the main characteristics of milk in the future will be personalization. Customized nutrition for subgroups in the population in terms of agenda, taste and health sensitivity."

"In addition, milk will have ingredients that can be nutritionally beneficial for groups of adults, children, toddlers and people with various diseases. For example, future milk could provide proteins to populations that could not consume regular dairy products. Future milk serves as a health food source. With our digestive and immune systems. "

Wilk team, personalization of future milk consumption (Photo: Danny Bachar)

flowing with milk and honey

The Israeli food technology company Bee IO, which is developing an industrial process for the production of cultured honey - "honey without bees", reported last week that it was able to successfully express proteins derived from buffalo milk and needed to create cultured buffalo milk and its products.

This move is groundbreaking at the global level and positions the company as a global pioneer in the field.

Buffalo milk is the second most consumed milk in the world, representing 15% of total milk consumption.

Milk has a high nutritional value, and is characterized by a rich composition of proteins, fatty acids, vitamins and minerals, so the demand for buffalo milk-based products is increasing.

Studies attribute different and multiple medicinal properties to buffalo milk, including certain cancers.

Cultured buffalo milk may be, as long as the company continues to streamline its technology - continuous, on demand, regardless of the seasons, in a sustainable manner and without harming animals.

"This breakthrough is part of the company's long-term strategy of harnessing its technology and human capital to develop more sustainable products that do not harm animals and ensure the future of human nutrition."

Ofir Dbesh CEO of Bio-Dbesh, a nutritional future for humanity through cultured buffalo milk (Photo: Doron Letzer)

Veteran food-tech industry: from the Netherlands to Israel

The old Appfield company, founded in 1871, is also an international food tech company that produces plant-based food products, specializing in spreads and products for baking and cooking.

Such as Violife, Bloband, Mazola and Flora and its headquarters are located in Amsterdam, the Netherlands.

The "Violife" vegetable cheeses brand, which is also sold in Israel, offers a wide range of vegetable cheeses, as part of the answer to the taste experience that the Israeli consumer is looking for.

The brand recently launched a new product on the shelf - cheddar-style flakes.

"Now the Israeli consumer can enjoy his favorite taste even in the form of using cheddar flakes for pastries and cooking, something that did not exist until now in the country," added Dorit Maor, Marketing Director at the Middle East Global Field (MENA).

Violife brand cheddar flakes (Photo: PR)

• Of money

• consumption

Tags

• milk

• Milk substitutes

• Podtech

• Milk substitute

• naturalism