The plant-based milk market in Russia grew by nearly one-third in 2024

By the end of the year, the category had grown by nearly 30%. According to forecasts, the market is expected to continue expanding in 2025, adding another 10%. Coffee shops have played a significant role in popularizing plant-based milk by actively incorporating alternative options into their menus, which has helped make the product more accessible to a wider audience.

Roskachestvo also confirmed the trend: 54% of surveyed Russians have already tried plant-based beverages, 46% consider them healthy, and 40% note their pleasant taste.

According to estimates by Ntech, oat milk holds the largest share of the segment—46% of the market. Against this backdrop, the new unsweetened Hi-Milk attracted particular attention, receiving positive feedback fr om consumers.

Sales of the Hi! brand grew by 10–15% in 2024, despite a surge in the previous year. Experts attribute the success to a well-executed expansion of flavor offerings and strengthened distribution. In 2025, the company plans to continue reinforcing its presence in national retail chains, including Pyaterochka, O’Key, and Perekrestok, as well as expanding its partnerships with coffee shops.

A highlight of the spring season was the launch of a seasonal menu at the Cofix coffee chain, wh ere new Hi! Barista drinks are offered alongside traditional milk. The company expects that further development of sales channels and the introduction of new flavor lines will ensure steady growth in the coming years.