The non-dairy milk alternatives category recorded current value growth of 3% in 2013. There is growing demand in Denmark for both soy milk, soy drinks and other non-dairy milk alternatives, demand which is partly driven by growing awareness of lactose intolerance but also the growing number of consumers who consider non-dairy milk alternatives healthier than dairy products. Despite continuous growth, non-dairy milk alternatives, however, remains a niche with a small consumer base. Worth DKK108 million in retail value sales, the category accounted for only 3% of drinking milk product value sales in 2013.