As a species, we’ve never been particularly good at digesting cow’s milk. Research suggests that people in Africa were drinking milk around 6,000 years ago, but that was before many had developed the genes to process it properly. Over time, some populations evolved the ability to produce lactase, the enzyme that helps break down lactose in the body.
Some—but not all. In fact, far from it. Around 68 percent of the global population has lactose malabsorption, meaning they produce little to no lactase. It is particularly common in people of African, Asian, Hispanic, and Native American descent.
Starbucks
And yet, historically, the cow’s milk industry has thrived. For centuries, it has been the default in many cultures. But things are changing. According to Future Market Insights, the global dairy alternatives market is expected to reach nearly $52 billion by 2036. That’s almost double its current value of $26.6 billion.
A global shift toward dairy alternatives
The biggest drivers are lifestyle changes, the report explains.
“Dairy alternatives are no longer limited to specialty diets,” it reads. “They are now part of everyday consumption across global households. Consumers are increasingly choosing plant-based milk, yogurt, and desserts for health, digestion, and lifestyle reasons.”
Take Alix Earle, for example. The hugely popular influencer isn’t vegan, but almond milk is a regular fixture in her daily coffee routine. Actor and former wrestler Dave Bautista is also dairy-free, saying cow’s milk worsens his asthma symptoms. Before adopting a plant-based diet, Grammy-winning rapper and Academy Award-winning actor Common gave up dairy as a way to help take care of his voice. “One of the first changes I saw when I stopped eating dairy was my voice became clearer,” Common said. “It was less clogged and less mucus and stuff like that.”
These choices reflect a wider societal shift. In 2024, grocery giant Kroger reported that many shoppers were increasing their spending in the plant-based milk and cheese aisle. In fact, its data showed that 37 percent of customers were consuming more plant-based milk than dairy, while 18 percent were opting for vegan cheese.
Canva
Major coffee chains, like Starbucks and Peet’s Coffee, have dropped their dairy-free surcharges and are consistently offering new non-dairy options.
According to Future Market Insights, this isn’t just a US trend. The report acknowledges growth in the US, but says that ultimately, it is Europe that is “dominating the global dairy alternatives market, driven by strong consumer adoption, sustainability awareness, and innovation.”
The report also highlights growth across Asia Pacific, with countries like India and China seeing increased demand, partly due to rising awareness of lactose intolerance.
“The dairy alternatives market is transitioning into a mainstream global food category,” the report states. “Consumers are no longer experimenting—they are adopting plant-based products as part of daily nutrition.”
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
