Sergey Rezunenko: An increase in the consumption of plant-based products will be followed by a reduction in demand

‘In my opinion, the market of alternative products will definitely grow, and for one simple reason - it is fashionable. Unfortunately, the population, especially young people, today does not want to delve deeply into the origin of products, their quality indicators, their properties. This audience trusts bloggers too much, people without education who talk about the benefits of alternative products,’ said Sergey Rezunenko.

According to the expert, alternative products will occupy their niche with a capacity of no more than 10-15% (of the total volume of the dairy market), but this will be followed by a reduction in this share and a decrease in the consumption of alternative products:

‘We will actually observe a trend that has already been on the US market. First, there was an increase in the consumption of plant-based products, then there was a reduction in demand, when some consumers realized that milk and dairy products were no worse and returned to them.

Companies that produce dairy products, according to the representative of Kieselmann, are considering including plant-based alternatives in the range, since the production of such products itself is easier:

‘The fact is that companies that produce natural food products of animal origin are in a very tight grip of regulations and technologies for their production. To produce a high-quality natural product fr om natural raw materials, more funds and maintenance personnel are always required. In my opinion, the production of plant-based products requires fewer costs. In addition, it is much easier and cheaper to launch alternative products from plant-based raw materials at an already operating food enterprise, the cost price will be lower.

At the same time, the expert suggested that as soon as alternative products become cheaper and equal in price with traditional products, the fashion for plant-based products will go away, since "it will no longer be prestigious and fashionable to buy an alternative."

Sergey Rezunenko also commented on the need to protect dairy products:

‘It can be assumed that with the development of the segment of products from plant-based raw materials, disputes may arise between manufacturers about whether it is correct to call such products milk, meat. This is natural. However, I want consistency. For example, when there is a division of products with substitutes and without substitutes for milk fat on the shelves, and on the next shelf there is a plant-based alternative with the word "milk" on the shelf, then I want to ask: "Wh ere is the logic in such a division"? Then put plant-based drinks on the shelf, for example, with pasta. I am for reasonable positioning.’ the expert summed up.

Earlier, the European Parliament withdrew amendment 171 of the EC on the prohibition of the use of dairy terms, which prohibited manufacturers of plant-based products from using words such as "milk", "butter", "cheese", "yogurt", etc.