We are thus seeing the rise of meat and dairy alternatives. The plant-based protein market, helped by the development of increasingly tasty products, has huge potential. In the USA, for example, plant-based milk products account for 13% of the overall milk category, according to a 2019 report from the Plant Based Foods Association. While consumers in the USA and Europe are familiar with these products, the Asian market has yet to be conquered, which should lead to further strong growth. More recently, media attention has turned to plant-based meat options, such as burgers or sausages, and if we see a similar development as for dairy products, plant-based meat could conquer 10% of the meat market. Consumers are also pushing for food that is low in sugar and additives. In response, traditional food companies are investing in innovation to alleviate market share losses. Ingredients companies, which are bringing novel solutions to food manufacturers, are well-positioned to benefit from this trend.