The plant-based milk market in Russia has surged by nearly 30% in 2024, driven by growing health-consciousness, lactose intolerance, and eco-friendly trends. Coffee shops played a key role in boosting accessibility and consumption, while the Hi-Milk brand experienced significant growth. The trend is expected to continue into 2025.
The plant-based milk market in Russia has experienced remarkable growth in 2024, with an increase of nearly 30% in consumer demand, according to analytics firm NielsenIQ. The surge comes amid a growing awareness of lactose intolerance, a shift toward healthier diets, and a rising interest in eco-friendly products.
By the end of 2024, the plant-based milk market had shown no signs of slowing down, with forecasts predicting a further 10% growth in 2025. A key factor contributing to the market expansion is the increasing popularity of plant-based milk at coffee shops, which have actively integrated these alternatives into their menus, making them more accessible to a broader customer base.
Roskachestvo, a Russian quality control agency, confirmed the upward trend, reporting that 54% of Russians have tried plant-based beverages, with 46% of them considering these products to be healthy. Additionally, 40% found the taste of plant-based milk pleasant.
Among the different plant-based milk options, oat milk currently holds the largest share of the market, accounting for 46%. The new unsweetened Hi-Milk variety has also garnered significant attention, with consumer feedback highlighting its positive reception. The Hi! brand, in particular, saw a 10–15% increase in sales in 2024, following a year of remarkable growth. This success is attributed to the brand’s strategic expansion of its flavor offerings and strengthened distribution network.
Looking ahead to 2025, Hi! plans to continue expanding its footprint in national retail chains, such as Pyaterochka, O’Key, and Perekrestok, as well as forging deeper partnerships with coffee chains. The launch of a seasonal menu at Cofix coffee chain, featuring Hi! Barista drinks alongside traditional milk options, was a notable highlight of the spring season. With plans for further development in sales channels and the introduction of new flavor lines, Hi! aims to sustain its growth momentum in the coming years.
