BY EU STUDIO
Tuesday, April 5, 2022-09:29
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More and more consumers are choosing to combine vegetable alternatives with animal-based foods in their diets, as a way of contributing to generating a positive impact on the planet.
Today, 4 out of 10 Spaniards already consume products of plant origin.
It's no wonder, then, that companies like Danone are working to reimagine the dairy industry and accelerate the push of these new plant-based alternatives onto the shelves.
Both globally and in Spain, the rise of flexitarianism is unstoppable.
98% of consumers of vegetable alternatives also consume milk and dairy yogurt on a regular basis.
Danone is the maximum exponent of this trend due to its trajectory and offer, hand in hand with Alpro.
Alpro, the "unicorn" of Danone that leads flexitarianism
"Danone has been decisive in democratizing plant-based in Spain, which is already the second country in the European Union with the highest penetration of plant-based products (42%), but there is still more than 58% of the population that we have to convince", says Guillaume Millet, vice president of plant based for Iberia.
In fact, it has doubled its sales in the vegetable category in the last three years, and is the absolute leader in the world with more than 1,000 million sales globally.
In the last year alone, it has experienced 20% growth.
"Our ambition is to promote the growth of the sector through a greater appreciation of brands and flexitarianism is our playing field," says Millet.
Its objective?
Double penetration in both plant-based beverages and yogurt alternatives so that Alpro is the number 1 contributor to Danone's growth in Europe.
As part of this strategy, the company recently announced that it was assuming direct distribution for the Spanish market of Alpro's vegetable drinks.
A decision that will allow them to gain agility and speed in the launch of new products, as well as to carry out actions in the most differential points of sale.
In our country, Alpro is present in 4 categories of this vegetable world (milk, yogurt, ice cream and coffee), with beverages having the greatest weight in the market and where Danone has the greatest growth potential.
And it is that our country is the leader in coffee consumption per capita and the Spanish are the Europeans who consume the most liters of vegetable drinks per person.
Its Alpro Barista range seeks to respond to this reality.
"Spain is a priority and iconic market, since it was precisely here that the company was founded more than a hundred years ago. Our aim is to continue this trajectory," says Guillaume.
A commitment that materializes in the business's commitment to the creation of its first hybrid factory in Europe in Parets del Valles, in which both dairy yogurts and plant-based alternatives are produced.
In 2020 alone, they made an investment of 12 M in this plant to implement a new production line for vegetable alternatives.
Three integrated businesses, global response
"Our goal is to reimagine growth in the dairy category while accelerating plant based. Both categories are growing and are compatible," concludes the vice president of plant-based alternatives at Iberia.
To do this, the company has integrated its three divisions in Spain and Portugal, dairy and vegetable alternatives, water and specialized nutrition with the aim of expanding its value proposition.
Among its main areas of growth, in addition to vegetable alternatives - where the Horeca channel and baristas are becoming increasingly important -, are high-performance and functional foods;
products related to digestive health, in addition to Greek yogurt and Kefir & Skyrs.
The firm works, thus, to maintain its sales force, the most powerful in Spain, and continue to be considered the most responsible company according to the Spanish... and the Merco 2021 data. And, beyond the trends of consumption, Danone is aware of the new demands of society in terms of mixed production, animal welfare or relationship with its consumers.
This is reflected in the fact that the company, in addition to investing in product innovation, works to transform its business and provide health through food at all stages of life through a consolidated and diversified portfolio.
The BCORP footprint
Danone is the first B Corp company for FMCG in our country;
that is, that it works to be an agent of positive change for both people and the planet.
"We want to continue leading the sustainable food model of the future and be the reference B Corp for all generations. And, Alpro, as one of the best B Corps in the world for its environmental performance, plays a strategic role in accelerating our commitment to the fight against climate change and the decarbonisation of the planet", defends the head of Alpro.
With this purpose, it claims to move towards a healthy and sustainable eating model.
To achieve this, he promotes sustainable agricultural and livestock practices in the almost 200 family farms with which he collaborates, and with which he works to promote generational change;
commitment to the circular economy and renewable energies, with the creation of the largest solar park in Europe;
the change to a preferred consumption date on its yogurts to combat food waste, among other actions.
Made by UE Studio
This text has been developed by UE Studio, a creative branded content and content marketing firm from Unidad Editorial, for Danone
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