That’s the question driving the alternative milk market. Sales of plant-based varieties have grown 6% over the past year, now comprising 13% of the entire milk category, new data released this week from The Good Food Institute and Plant Based Foods Association show. Sales of cow’s milk, meanwhile, have declined 3%, according to the report.

Consumers are making the switch for health reasons, intolerance to dairy, ethical concerns about animal abuse in modern dairy farming practices, or simply for wanting another alternative to dairy, even if they have to pay more for it, industry experts say.