Plant-Based Milk Hits 10% of Spain's Milk Sales as Oat Drinks Boom 2026

Plant-based milk now accounts for more than 10% of all milk sold in Spanish supermarkets, according to a new report from GFI Europe based on Circana retail data. The figure marks a steady climb from 9.2% in 2023 to 10.4% in 2025, and it cements Spain's position as the European leader in plant-based drink consumption.

The shift is not just about volume. In euros, plant-based drinks generated €354.9 million, while 288.5 million liters were sold. That half of this category is now oat-based is perhaps the most surprising detail—and it reveals a lot about how consumers are changing their habits.

Why Plant-Based Milk Is Gaining Ground in Spain

At first glance, the growth seems modest: a 1.2 percentage point increase over two years. But behind that number lies a fundamental change in the Spanish shopping basket. Plant-based drinks have moved from niche health stores to mainstream supermarket shelves, and they are now competing directly with dairy on price.

Price parity has played a key role. Some store-brand soy drinks are now cheaper per liter than conventional milk, which has encouraged price-sensitive shoppers to give them a try. But what happens after that first purchase is where the story gets interesting.

The Oat Milk Phenomenon

Oat milk now represents half of all plant-based milk sold in Spain. This is curious because oat drinks are not the cheapest option—soy is. Yet consumers are increasingly choosing oat varieties, especially barista-style versions that froth well for coffee.

This suggests that once plant-based drinks enter the shopping basket through price promotions, consumers are willing to trade up to premium options. The cheap soy that drove initial trial is declining, while more expensive oat and barista formats are on the rise.

What the Data Tells Us About Consumer Behavior

The GFI Europe report, while published by an organization that promotes alternative proteins, uses retail data from Circana, a respected market research firm. The numbers show a clear trend: plant-based milk is no longer a fringe product.

Spain's high consumption share compared to other European countries may be due to several factors, including a strong coffee culture that embraces oat milk for lattes and cappuccinos, as well as increasing awareness of lactose intolerance and dietary preferences.

• Plant-based milk reached 10.4% of supermarket milk volume in Spain in 2025, up from 9.2% in 2023.
• Oat milk accounts for half of all plant-based milk sales, despite being more expensive than soy.
• Price parity has driven trial, but consumers are upgrading to premium and barista formats.
• Spain leads Europe in plant-based drink consumption share.
• The category generated €354.9 million in retail sales.

How Plant-Based Milk Compares to Dairy

Understanding the differences between plant-based and dairy milk can help consumers make informed choices. The table below compares key attributes of the most popular options.

While soy milk offers protein levels comparable to dairy, oat milk has become the preferred choice for coffee due to its creamy texture and neutral taste. This explains why barista versions command a premium and are driving growth.

The Future of Milk in Spain

If current trends continue, plant-based milk could capture an even larger share of the market. However, growth may slow as the category matures. The key question is whether plant-based drinks can retain consumers who initially switched due to price.

The data suggests they can. The shift toward premium oat and barista products indicates that consumers are not just buying plant-based milk because it's cheap—they are developing brand loyalty and a taste for specific products.

For the dairy industry, this represents both a challenge and an opportunity. Some dairy companies have launched their own plant-based lines, while others are focusing on premium dairy products. The competition is likely to intensify. The background to this story is set out in Cooked Oat Salad Recipe: Fresh Mediterranean Bowl. A related thread runs through Oat Crepes Recipe: Easy French-Style Breakfast Treat. Earlier coverage in Health: latest articles shows how the argument developed.

What This Means for Shoppers

For everyday consumers, the growing plant-based milk market means more choices and better quality. Supermarkets are expanding their offerings, and prices are becoming more competitive. Whether you are lactose intolerant, vegan, or simply curious, there has never been a better time to explore plant-based options. A closer look at the same subject appears in Adults and Milk: New Studies Debunk the Myths About Dairy. Anyone following the wider picture can start with Raw Milk Like Haaland Drinks: Safe or Risky. The same theme surfaces in Spain's New Anti-Smoking Law Bans Smoking on Bar Terraces, which takes a different angle.

It's also worth noting that plant-based milk is not automatically healthier—some varieties contain added sugars and oils. Reading labels and choosing unsweetened versions can help you make the best choice for your dietary needs. Context on how this played out before sits in Vegan Barbecue Guide: Delicious Plant-Based Recipes & Tips. A companion piece, Plant-Based Milk Hits 10% of Spain's Milk Sales as Oat Drinks Boom, approaches the same subject from another angle.