New Delhi, April 17, 2025 – The Food Safety and Standards Authority of India (FSSAI) has unveiled a consultation paper to tackle widespread consumer confusion between traditional dairy products and dairy analogues—non-dairy alternatives like soy milk, almond cheese, and vegetable-based butter. Released on the FSSAI website, the Consultation Paper for Inviting Comments proposes stringent measures to ensure clear differentiation, enhance safety, and boost consumer awareness. The move responds to growing concerns over mislabeling and health risks, particularly during the festive season when consumption of both dairy and analogues surges.
Rising Consumer Confusion
The rapid rise of dairy analogues, with India’s market expected to hit ₹3,000 crore by 2027, has led to significant consumer confusion. Many shoppers mistake plant-based or synthetic alternatives for traditional dairy due to similar packaging, vague labeling, or misleading marketing. This confusion poses risks, especially for those with allergies or dietary restrictions, and undermines trust in both dairy and non-dairy markets. The FSSAI’s consultation paper aims to address these issues by:
- Mandating Clear Labeling: Requiring analogues to display “Non-Dairy” or “Plant-Based” prominently on packaging, alongside detailed ingredient and allergen disclosures.
- Enforcing Safety Standards: Ensuring rigorous testing for contaminants, nutritional content, and allergen risks in analogues.
- Promoting Transparency: Introducing mandatory self-disclosure by companies on production processes and usage data to build consumer trust.
- Raising Awareness: Launching nationwide consumer education campaigns to help shoppers distinguish dairy from analogues.
Key Proposals
The FSSAI proposes several measures to eliminate confusion and ensure safety:
- Distinct Labelling: Analogues must avoid dairy terms like “milk” or “cheese” unless qualified with “plant-based” or “alternative,” and packaging should use distinct colours or designs to differentiate from dairy.
- Mandatory Self-Disclosure: Companies must publicly report production methods, ingredient sources, and annual usage data (e.g., volume of analogues sold) to ensure transparency. This could be hosted on company websites or a dedicated FSSAI portal.
- Consumer Awareness Campaigns: The FSSAI plans to fund campaigns, including TV ads, social media outreach, and workshops, to educate consumers on reading labels and identifying analogues.
- Stricter Manufacturing Standards: Production facilities must obtain FSSAI certifications, undergo regular audits, and comply with hygiene and quality benchmarks.
Stakeholder Engagement and Timeline
The FSSAI has invited feedback from consumers, industry, and experts until May 30, 2025. Public consultations are scheduled in cities like Bengaluru, Delhi, and Hyderabad, with online sessions for wider access. The finalised regulations are expected by August 2025, aligning with peak festive demand.
“We’re seeing too many cases where consumers unknowingly buy analogues thinking they’re dairy, or vice versa. Our goal is to empower shoppers with clarity and confidence,” said an FSSAI official.
Industry and Consumer Perspectives
The proposal has elicited varied responses. Dairy analogue producers like Urban Platter and Grabenord support clearer labelling but worry about the cost of compliance, especially for smaller firms. Traditional dairy brands like Nandini and Parag Milk Foods endorse the regulations, arguing that analogues often “piggyback” on dairy’s reputation.
Consumers express relief but seek more education. “I bought oat milk thinking it was regular milk because the bottle looked so similar,” said Chennai resident Meena Rao. “I need help understanding what’s safe.” Others, like Kolkata’s Sanjay Verma, fear higher prices due to new compliance costs.
Expert Opinion: Prashant Tripathi on Building Trust through Transparency
Dairy expert Prashant Tripathi, a senior dairy expert and policy advisor, emphasised the importance of empowering consumers through transparency:
“Consumer confusion stems from unclear labeling and marketing tactics. Mandating self-disclosure of production processes and usage data, alongside awareness campaigns, will empower consumers to make informed choices. A tiered certification system for analogues, rewarding high safety standards, would further boost trust.”
Best Practices from Global Markets
The FSSAI can draw lessons from the United States, European Union, and Oceania, where regulations effectively address consumer confusion between dairy and analogues.
United States
- Labelling Clarity: The FDA bans dairy terms for analogues unless prefixed with “plant-based” (e.g., “almond beverage” instead of “almond milk”). Brands like Califia Farms use distinct packaging to avoid confusion.
- Allergen Transparency: The Food Allergen Labelling and Consumer Protection Act mandates bold allergen warnings, helping consumers with sensitivities.
- Consumer Education: The FDA partners with retailers for in-store signage explaining dairy vs. analogues, a model India could replicate.
European Union
- Strict Terminology: EU Regulation No 1308/2013 reserves “milk” and “yoghurt” for animal-derived products. Analogues like Alpro’s “soy drink” use clear, non-dairy branding.
- Public Campaigns: The EU funds initiatives like “Enjoy, It’s From Europe” to educate consumers on product origins and reduce confusion.
- Traceability: Manufacturers must disclose supply chain details, enabling swift action during recalls, as seen in a 2020 nut-based cheese contamination case.
Oceania (Australia and New Zealand)
- Clear Standards: Food Standards Australia New Zealand (FSANZ) requires analogues to specify their base (e.g., “rice-based dessert”) and avoid dairy-like imagery.
- Awareness Programs: FSANZ’s “Know Your Food” campaign uses apps and flyers to teach label-reading, helping consumers identify analogues.
- Audits and Disclosure: FSANZ mandates production audits and public reporting of usage data, fostering transparency, as practised by Sanitarium’s So Good brand.
Recommendations for India
To address consumer confusion, the FSSAI should:
- Enforce Distinct Branding: Mandate unique packaging and non-dairy terms, drawing from EU and U.S. models, to visually separate analogues from dairy.
- Mandate Self-Disclosure: Require companies to publish production and usage data annually, hosted on an FSSAI portal, to ensure transparency.
- Launch Robust Campaigns: Roll out multimedia campaigns, inspired by FSANZ, including QR codes on packaging linking to educational content.
- Adopt Tiered Certifications: As Tripathi suggests, certify high-quality analogues to incentivise compliance and guide consumers.
- Strengthen Testing: Expand FSSAI’s lab network to test analogues for safety and nutrition, mirroring Oceania’s auditing system.
Conclusion
The FSSAI’s proposed dairy analogous regulations are a vital step toward resolving consumer confusion, enhancing safety, and fostering transparency. By mandating clear labelling, self-disclosure, awareness campaigns, and learning from global best practices, India can protect consumers while supporting a growing market. To shape this critical policy, stakeholders are urged to submit comments by May 30, 2025.
Visit fssai.gov.in for more details.
Public Participation Open for 60 Days
Stakeholders—including food business operators, consumer groups, and industry associations—are invited to submit their feedback via the Google Form provided by FSSAI. The authority will accept suggestions for 60 days from the notice issuance date (April 16, 2025).
Comment here: https://forms.gle/o1yh2vCmMs7FSSAI Invites Public Comments on Dairy Analogue Labeling to Prevent Consumer MisinformationXvgEK8
This public consultation is expected to set the stage for stricter regulatory clarity in India’s growing market of plant-based and synthetic food products, particularly those mimicking dairy.
