Taste is clearly the most important purchase criterion for consumers when it comes to choosing food. This is the result of the Nutrition Report of the German Federal Ministry of Food and Agriculture (BMEL) and remains unchanged since the first survey. According to the report, 93% vote for taste as the main motivation for reaching for the shelves. Animal husbandry and fair trade are also mentioned among the top three arguments. Young consumers in particular are therefore increasingly turning to vegetarian or vegan alternatives (BMEL Nutrition Report, p. 8). Consumers of vegan products are not necessarily living the vegan lifestyle. Flexitarians consciously choose a limited consumption of animal products. This includes not only meat but also dairy products (ProVeg 2021). A simultaneous consumption of animal and plant products is therefore quite possible. Compromises on taste are accepted less and less. Now that plant-based alternatives to cow's milk (made from soy or oats) are part of the standard range in every supermarket, cheese alternatives are also becoming increasingly popular with many consumers. Leading manufacturers and suppliers expect a strong increase in the market share of cheese alternatives in the next few years. The exact development remains to be seen. One thing is certain, however: cheese alternatives are here to stay. The decisive factor for long-term product success is taste. Only what tastes good will be bought repeatedly.