By Wolfgang Goldenitsch
President of International

At Hain Celestial, Beverages are a key growth category for our global company, which saw mid-single-digit organic net sales growth in fiscal 2024. This success was largely driven by the strength of our non-dairy beverage business in Europe, where we hold a leading share position with premium brands Natumi and Joya, and with own-label, where Hain also has a leading role in the marketplace. We recently sat down with Wolfgang Goldenitsch, President of Hain International, to talk about the growing consumer demand for non-dairy beverages and what the future holds for Hain in this dynamic category.

What is the current market size for plant-based dairy products in Europe and what is the projected growth rate over the next five years?

The plant-based dairy market in Europe is thriving, valued at over €2.3 billion and growing at about 3% annually. ¹Consumers are becoming more aware of the sustainability and better-for-you benefits of plant-based drinks, which are driving the category growth. The market is expected to continue to grow at an annual rate of 3-5% over the next five years, fueled by increasing consumer demand for more sustainable and better-for-you food choices.

How has consumer perception of plant-based dairy products evolved in recent years?

The perception of plant-based dairy has undergone a remarkable transformation. Initially met with skepticism, non-dairy beverages have increasingly gained favor among consumers, driven by a convergence of increased focus on wellness, environmental considerations, and significant improvements in taste and quality.

Today's consumers are more informed about the benefits of plant-based alternatives, recognizing them as a viable and often superior option for those mindful of lactose intolerance, cholesterol, and saturated fats. Additionally, the growing awareness of the environmental impact of traditional dairy farming has positioned plant-based dairy as the more sustainable choice, resonating with buyers taking environmental considerations into account. With advancements in food technology, the taste and texture of plant-based dairy products have improved dramatically, allowing them to compete with, and sometimes surpass, their traditional counterparts. As a result, plant-based dairy is no longer seen merely as an alternative but as a desirable, modern option that aligns with the evolving values of today's consumers.

How is Hain Celestial positioned to capture this growth?

Hain is well-positioned to take advantage of the growing plant-based dairy market in Europe. On the branded side, Natumi is the market leader in the Organic channel² and grew share in the natural channel in the first quarter of our fiscal 2025. ³

Produced in the beautiful Rhine-Sieg region of Germany, Natumi is widely recognized for its commitment to sourcing the highest quality oats from farms across Germany and has once again achieved a Bestes Bio award in 2024 for our latest “Oat Barista” innovation. Our Joya brand believes that living consciously and enjoying life can go hand in hand and has perfected the art of creating plant-based drinks that spark joy in every indulgent moment.

We have been intentionally focused on building these brands and expanding our market reach by increasing distribution in drug stores and with e-commerce. We have a robust innovation pipeline and expect a lot of our future growth will come from new products that enhance that consumer experience and further our sustainability aspirations.

Our company’s purpose is to inspire healthier living for people communities and the planet, and we want to make healthier living more accessible to more people. Because we have the benefit of having both branded and private label in our portfolio, we can offer various pack sizes and price points. This dual approach allows us to reach a wider range of consumers and strengthen our retailer partnerships, providing a competitive edge.

How is Hain leveraging technology to improve the production and quality of its non-dairy products? We’re using technology to enhance the texture, flavor, and nutritional value of our products. We’re also optimizing our supply chain, reducing waste over time, and ensuring consistent quality. These technological advancements not only elevate our product standards but also align with Hain's mission, vision and values- providing better-for-you products while working to reduce the environmental footprint of our production processes.

What’s on the horizon in terms of innovation for Natumi and Joya?

As mentioned, Natumi and Joya have robust brand building underway and a strong innovation pipeline. We’ve recently expanded both product lines to include new ingredients and improve nutritional profiles, particularly with award-winning ‘barista’ innovation and ‘milk mimics’ products. Future innovations will focus on health and ingredient transparency. We look forward to sharing more about our innovations later this year.

<sup>1. Source Neilsen IQ Top 13 markets to Dec 2023 
2. Source: Bio-Vista organic retail buyer panel, July 2024 
3. Hain Q1 FY25 Earnings Report, November 2024</sup>