new product introductions and increasing availability, particularly in smaller non-milk categories rising consumer adoption upward momentum of consumption of these products among those who already eat plant-based dairy or eggs In 2020, producers are placing focus on investing in better technology and improving economies of scale to make plant-based dairy and eggs more affordable to general consumers. As the prices of these products decrease over the 2019-2024 forecast period and more closely approach the price of conventional dairy and egg products, volume consumption is expected to increase significantly with rising adoption among general consumers as well as higher consumption of these products among plant-based dairy and egg eaters.