Cream Off Bigger Margins: How Plant-based Drinks Can Unlock Café Premiumisation

A new report from Oddlygood Group shows cafés and coffee shops who focus on offering high quality plant-based drinks have a clear opportunity to ignite consumer demand and drive menu premiumisation this Christmas.

The Plant-based Glass Ceiling Report, which surveyed 2,000 UK consumers across three distinct groups - non-users, lapsed users, and low users, highlighted out-of-home as a critical gateway for the category. Almost one in five lapsed users (19%) and over one in five low users (21%) say cafés that serve plant-based options would encourage them to drink more. Even among non-users, coffee shops are one of the most open occasions for trial - showing how the café environment can turn curiosity into a lasting habit.

“The café environment creates space for discovery. Just as baristas have elevated coffee through flavour and storytelling, the same opportunity exists for plant-based drinks - showcasing variety, creativity, and premium quality that inspires habits customers take home.”

– Dale Harris, World Barista Champion, global coffee consultant & coffee business founder

Out-of-home demand is about more than availability. Foam quality, flavour and clear nutritional benefits are critical decision drivers. More than half of low users say good foam is essential, while many others look for flavour variety and natural ingredients - proof that plant-based can meet expectations without compromise. In fact, it can offer more, delivering premium texture, flavour variety, and a healthier trade-up opportunity without relying on sugary syrups.

Operators can boost margins and loyalty by making plant-based the default discovery experience. Visibility on menus, clear messaging on nutrition and ingredients along with barista confidence to educate and inspire customers can be a powerful lever to drive repeat visits.

For more information, please visit https://rudehealth.com/?utm_source=newsletter&utm_medium=email&utm_campaign=media_title&utm_content=title_link