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The increasing popularity of plant-based diets and the growing awareness of their health and environmental benefits were driving the demand for soy milk and other plant-based alternatives to dairy. Consumers were looking for healthier options, and soy milk was gaining traction due to its perceived nutritional benefits, including being a source of plant-based protein, vitamins, and minerals. Companies were focusing on developing a wider range of flavors and formulations to cater to diverse consumer preferences and palates, enhancing the appeal of soy milk.