Alternative-dairy products have hit the food and beverage space with the force of a juggernaut, and few know this better than Peter Truby. As vice president of marketing for Elmhurst (Elma, NY), a maker of plant-based milks and creamers, he’s had a front-row seat to the category’s expansion, and he’s been taking notes.

“When you look at the number of alternative dairy products now compared to five years ago, people are looking for everything,” says Andy Dratt, chief commercial officer at the beverage innovation firm Imbibe (Niles, IL). “It’s indicative of a broader trend I see in that there’s so much abundance of choice, and in beverage more than anywhere.”

The problem is that at least at retail, shelf space is finite. “When you start getting sesame and pea and pumpkinseed protein beverages,” Dratt continues, “retailers need to make room, so the six almond milks become three. Then it’s about who has the biggest brand presence and sells the best. You end up with more choice across the segment and fewer options within any type.”

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