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Economica

Vol. 17 No. 1-2 (2026)
Articles

Market Trends and Consumer Motivations for Plant-Based Milk Alternatives in the European Union and Hungary

Published:
2026-02-24
DOI Linkhttps://doi.org/10.47282/economica/2026/17/1-2/15992
Authors
Alexa Berencsi,
Fehér András
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pdf (Hungarian)
Keywords
plant-based milk alternatives consumer motivations marketing communication European Union market trends
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Copyright (c) 2026 Alexa Berencsi, Dr. Fehér András

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How To Cite
Selected Style: APA
Berencsi, A., & András, F. (2026). Market Trends and Consumer Motivations for Plant-Based Milk Alternatives in the European Union and Hungary. Economica, 17(1-2), 50-58. https://doi.org/10.47282/economica/2026/17/1-2/15992
Abstract

The market for plant-based milk alternatives is one of the fastest-growing segments in the functional beverage industry, driven in recent years by health-conscious lifestyles, sustainability considerations, and changing food purchasing habits. This study aims to present current consumer trends and motivations, as well as to explore the economic significance of plant-based milk alternatives in the European Union and Hungary. The research is based on secondary market data analysis and two focus group studies, which provided insights into consumer attitudes and perceptions related to advertising activities. The analysis covers revenue data from the largest markets, the diversity of consumption drivers, and the visual and messaging elements found in communication strategies. The findings may contribute to defining target group–oriented marketing communication and identifying opportunities for market development.

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