Starbucks Removes Extra Charge for Non-Dairy Milk, Will Competitors Follow?

Competitors like Second Cup in Canada continue to charge extra for non-dairy milk, while many Tim Hortons locations do not. Consumer preferences support the growing trend of eliminating the non-dairy milk surcharge and align with similar strategies other coffee chains employ globally.

The plant-based milk market exhibits notable growth, driven by lactose intolerance and vegan dietary choices. The global market size was estimated at USD 19.42 billion in 2023, expected to grow at a CAGR of 7.6% from 2024 to 2030.

According to Future Market Insights, the market is projected to hit USD 47.9 billion by 2034, reflecting a CAGR of 9.1%. A Statista Consumer Insights survey reveals a promising future for plant-based milk. The Asia region emerged as a leader, contributing an estimated $13.4 billion to the market in 2023.

China alone contributed $9.5 billion, underscoring its dominance in the region. The United States ranks significantly lower, generating $4.5 billion in the same year. “Core to the Starbucks Experience is the ability to customize your beverage to make it yours,” said Starbucks CEO and chairman Brian Niccol…