New Benesse Barista Beverages: a line in step with the latest trends

Bevande vegetali: una categoria in continua crescita

Plant-based beverages: a category in continuous growth

Plant-based beverages remain the most relevant category within the plant-based segment. The Italian market has recorded steady growth in recent years, reaching €324 million in value in the year ending June 2025 (source: Nielsen, 2025). Demand continues to rise: today, almost one in two Italian households regularly consumes plant-based beverages.

The oat trend and the rise of new bases: the evolution of consumption

Oat has become Italians’ favourite base, generating over €100 million in retail value in the last year, surpassing traditional soy. Oat is driving category growth, with a +14% increase in value and +17% in volume (source: Nielsen, AT June 2025). Among the “new bases,” hazelnut stands out with a strong performance, despite serving a niche market. Soy, while experiencing a slight decline, remains the second most sold base, followed by almond, which continues to grow.

The boom of the Barista segment

Marco Catinari, Plant-Based Category Manager at Atlante, interviewed by Food (link press review), highlights the trend of Barista beverages and how Atlante has adapted its plant-based beverage portfolio:

“One of the most important trends within the plant-based beverage world is undoubtedly the rise of Barista lines. In Italy, the retail market for this segment is worth €28 million, with growth of +31% in value and +38% in volume in the year ending June (source: Nielsen, 2025). This is a significant figure, especially considering that the overall plant-based beverage market is already well-established and entering a mature phase.

This dynamic reflects an important shift in coffee consumption habits. New generations are drinking less traditional espresso and are instead drawn to more creative alternatives. Only 47% of Gen Z consumes plain coffee daily, compared to over 70% of Baby Boomers (source: Selecta, 2025). Younger consumers prefer beverages that are visually appealing and offer a more layered taste profile, where foamed milk becomes the perfect finishing touch.

We decided to seize this opportunity by launching three new SKUs within our historic Benesse line: Barista Oat, Almond, and Soy. The goal is to meet the growing demand for products specifically designed to deliver optimal performance in plant-based cappuccinos and macchiatos. We wanted to give consumers the chance to choose their favourite plant-based beverage in a Barista version of the three most popular bases. Thanks to their tailored formula, these drinks ensure creaminess, perfect blending, and ideal frothing, allowing people to recreate not only classic café-style beverages at home, but also to add a sophisticated twist to creative drinks such as plant-based matcha lattes.”

Benesse: a complete line of milk alternatives

With the launch of the new Barista products, the Benesse line is further enriched, reflecting Atlante’s commitment to capturing emerging trends. It is now a truly complete range, including classic versions of plant-based drinks (such as traditional soy, oat, almond, and rice), sugar-free options, and the new Barista formulations. The wide variety of beverages is complemented by an equally comprehensive selection of plant-based yogurts, available in coconut or soy bases and offered in a wide assortment of flavors, carefully chosen among consumers’ favorites.