The study found the growth has been fuelled by variants such as oat (volume sales up 71% between 2017), coconut (up 16% between 2017-18) and almond (up 10% between 2017-18), with 33% of British 16-24s using plant-based milk alternatives in 2019 and 21% of Brits believe nut milks add more flavor to drinks than cow’s milk.

Mintel found there are opportunities for more growth in the plant-based milk alternatives, with 65% of plant-based milk users saying they would welcome advice on how to use plant-based milk/cream alternatives in cooking, with 24% of non-users interested in such advice and on how these alternatives suit different.

Emma Clifford, associate director of UK Food and Drink, said: “Plant-based milk alternatives continue to make further inroads into the mainstream, with high levels of innovation activity. The shift towards the higher-priced plant-based alternatives will carry on, helping to add value to the market overall.

In addition, the research found that the usage of standard cow’s milk in 16-24-year-olds has fallen to 73% in 2019 with 16-24-year-olds saying the fall in usage was due to health reasons, 36% of 16-24s agreeing that dairy farming has a negative impact on the environment, While older consumers use the standard cow’s milk the most, peaking at 92% among over-45s.

Clifford added: “With volume sales of cow’s milk already on a downward trend, the fact that more young consumers are turning away from these products does not bode well for this segment’s prospects in the long-term. Efforts from the industry to remind young consumers of the benefits of using cow’s milk, and dairy more widely, for example in terms of health, are needed.”

Meanwhile, the research found 33% of milk drinks are interested in products in a bottle or pot made wholly or partly of recycled plastics, while 27% of users are interested in products with a guarantee of sustainable farming, and 15% an on-pack statement of how many days the animals spent outside.

The survey found, 40% of standard white cow’s milk users would pay more than £1.20 for a four-pint bottle of milk, with the price standing around £1.10 in April 2019, the same as in March 2018, with 44% of people saying small price rises in milk do not matter and reflect milk’s small role in overall grocery budgets.