The coffee world is shifting. Major chains are ditching plant milk surcharges, but independent shops face a tricky balancing act between cost and customer demand. As oat, almond, and soy milks become menu staples, the pressure to eliminate fees grows—yet for small cafes, the financial hit could be devastating. The question isn’t just about pricing; it’s about survival in a market where consumers expect non-dairy options without paying a premium.
The math is clear: plant milks cost 55% more than dairy in the UK, with oat milk leading the charge. Chains like Starbucks and Pret A Manger have dropped surcharges, citing affordability and shifting consumer habits. But for independent shops, the margin squeeze is real. “Non-dairy milks are double the price of dairy; we simply have to account for that,” says Richard Agudelo of Terremoto Coffee. Without the scale to absorb costs, small shops risk eroding profits while meeting rising expectations.
Yet the push for fairness is undeniable. Campaigns by PETA and Veganuary frame surcharges as exploitative, especially as lactose intolerance affects 65% of the global population. “The extra charge feels unfair now,” says Tim Leclercq of Maïzly. “Plant-based milks are the new standard.” But removing fees isn’t a free pass. Will Douglas of Loveless Coffees explains, “Barista-formulated plant milks cost 85 cents for eight ounces—compared to 21 cents for dairy. Without surcharges, quality suffers.”
The solution isn’t one-size-fits-all. Some shops absorb costs if margins allow, while others keep surcharges transparent. “We explain pricing reflects real costs, not arbitrary fees,” says Alexandru Niculae of Bob Coffee Lab. Others simplify menus, offering one or two plant milks to control costs without sacrificing choice. “Alt milks push us creatively, but you don’t need ten types—just what fits your brand.”
The answer lies in financial discipline and clear communication.
Independent shops must navigate a tightrope. Eliminate surcharges and risk bleeding profits, or keep them and risk alienating customers. The answer lies in financial discipline and clear communication. As plant milks dominate menus, the real test is whether specialty cafes can adapt without compromising quality or sustainability.
So, what’s your take? Should specialty shops embrace the trend or hold firm on pricing?
Questions & Answers
Are plant milk surcharges becoming less common?
Many chains are removing plant milk surcharges, but specialty shops must balance cost and customer demand carefully.
Why are specialty coffee shops cautious about plant milk?
They need to manage costs, maintain quality, and avoid alienating customers who expect affordable plant milk options.
Information sourced from industry reports and news outlets.
