Nearly a Third of Ukrainians Are Trying Plant-Based Milk, But the Category Remains Niche

Ukraine 21.04.2026

Interest in plant-based milk alternatives is growing in Ukraine, but the category has yet to become mainstream. According to Kantar Ukraine, 31% of consumers have purchased plant-based milk at least once in the past six months, while 69% of the population still do not include such products in their diet.

Nearly a Third of Ukrainians Are Trying Plant-Based Milk, But the Category Remains Niche

The study shows that the main driver of demand is the young audience, reports ukragroconsult.com. Among consumers aged 20–29, the share of plant-based alternative users reaches 40%, and in the 30–39 age group, it is 39%. In older age categories, penetration is significantly lower: among people aged 55–65, the figure is about 20%.

Analysts note that the category is transitioning from a niche segment to wider consumption, but it has not yet become part of the everyday grocery basket. The further development of the market will depend on the manufacturers' ability to make these products more affordable and understandable for the mass consumer.

The growing interest in alternative milk comes amid a challenging situation in the traditional dairy market. A global surplus of raw materials is putting pressure on prices, which has already led to a decrease in the cost of butter and cheese on global markets. Meanwhile, retail prices on the domestic market of Ukraine remain high, partly due to imported products under long-term contracts, which intensifies competition for local producers.