Dairy Australia is continuing to dispel the myths of non-dairy alternatives as the Australian Government investigates misleading labelling and marketing issues surrounding plant-based products.
Plant-based products are increasingly being marketed as dairy alternatives, ranging from soy to nuts, coconut, rice and pea, and now extending beyond 'milk' and into 'yoghurt', 'ice cream' and 'cheese'.
However, the latest data shows the market share of non-dairy alternatives has only grown from 5 to 7 per cent in more than a decade.
Only 5pc of consumers purchased alternatives exclusively, while cross-purchasing is on the rise.
Some 31 per cent of consumers reported they bought both milk and alternatives in a given week, while two-thirds purchased dairy exclusively with no alternatives in the mix.
Dairy Australia has reaffirmed that despite the way these products are labelled, they do not have the same nutritional benefits of dairy milk. "Alternatives are marketed and labelled, with product names using dairy terms and evoking dairy values," Dairy Australia nutrition policy manager Melissa Cameron said.
"But from a nutritional perspective, these non-dairy alternatives often bear little resemblance to the original dairy product.
"The fact is that milk has 93pc market share, and growth was on a par with non-dairy alternatives, but the reasons consumers purchasing non-dairy alternatives are alarming."
A Dairy Australia survey showed more than half of respondents buying non-dairy alternative beverages did so because they perceived them to be healthier than dairy milk.
In a recent French study, consumers similarly agreed that plant-based drinks provided the same nutrients as milk. Some 60pc of respondents thought that plant-based drinks could replace cow's milk in terms of nutrition.
However, this perception of non-dairy alternatives is not linked to reality.
"Images and ads are presented and products placed on shelf so that consumers believe these products to be nutritionally or otherwise equivalent to dairy," Ms Cameron said.
"Nearly three-quarters of alternatives drinkers believe you can easily get your vitamins and minerals from other sources but this is not the case."
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The Australian dairy industry believes a holistic review of the topic is required, including consumer perceptions.
"We want to ensure that decision-makers are getting the right information and can make informed choices on so-called dairy alternatives," Ms Cameron said.
Dairy farmers and consumers can find more information about dairy's role in a healthy diet at www.dairy.com.au/health.
This story first appeared on Australian Dairyfarmer
