Insights from mature markets for unlocking growth in plant-based milk alternatives / Anna Laul

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Insights from mature markets for unlocking growth in plant-based milk alternatives / Anna Laul

Study and report

LAUL, Anna. Author

Published by ESCP Business School - 2026

Library: Madrid Berlin London Turin Paris Champerret Paris Montparnasse

Source: Syracuse

Item type

Study and report

Dissertation

EMIB Executive Master in International Business

Language

English

Publication date: 2026

Note

References

Subjects: STRATEGIC MARKETING - NOURISHMENT

The purpose of this research is to examine how plant-based milk alternatives (PBMAs) can sustain long-term growth once early adoption has plateaued. While PBMAs have become well-established in several Western markets, category momentum has slowed as consumer expectations shift from novelty and ethical alignment towards sensory quality, nutritional assurance, value, and integration into daily routines. To understand these dynamics, this thesis analyses the evolution of PBMAs in mature markets. It identifies the strategic levers that enable brands to remain competitive as the category transitions into late-majority adoption. This thesis aims to identify the factors that support sustained category engagement in mature PBMA markets and to determine which marketing strategies most effectively drive continued adoption beyond the early-adopter phase.