This decision has been a long time in the making. Emails obtained by the Good Food Institute, an organization advocating for vegan alternatives, revealed that as early as 2011, the Food and Drug Administration (FDA) was resistant to labeling a soy-based dairy alternative as “milk” in official documents. However, the U.S. Department of Agriculture (USDA) chose to use that terminology regardless. This decision has sparked numerous lawsuits and legislative actions. Now, the FDA is revisiting its original position on what constitutes milk.
After urging the FDA to uphold its legal definition of milk, the debate has intensified, with the dairy industry contending that labeling plant-based products as milk misleads consumers and poses health risks due to the nutritional disparities between these products and traditional dairy milk. It appears that Gottlieb has taken this concern seriously. “Given that these dairy alternative products are often referred to as ‘milk,’ we plan to investigate whether parents might mistakenly believe that the nutritional profiles of plant-based beverages are comparable to those of cow’s milk, even though many contain only a fraction of the protein or nutrients found in cow’s milk,” he stated.
Moreover, he asserted that this potential confusion between dairy and plant-based milk has resulted in children lacking essential nutrients. He argued that altering the labeling could assist consumers in making more informed dietary choices. However, there is no evidence to suggest that consumers equate the term “milk” with the cow-derived beverage promoted in the “Got Milk?” campaign. Gottlieb stressed that any change in terminology would not be solely determined by the FDA; instead, he aims to gauge public opinion on how the FDA should evaluate whether the standard definition of “milk” aligns with consumer expectations.
While the perspectives on how consumers perceive milk are likely to be divided, a label change seems improbable. Previous requests have been denied in courts nationwide. For years, these plant-based alternatives have been labeled as “milk” because the USDA deemed it “plain language.” Alternatively, while label changes may occur, the dairy industry might need to be more precise in its labeling by specifying that they are selling cow or goat milk to minimize confusion.
Consequently, it will be challenging to eliminate the term from everyday language. Creating a disconnect between spoken and written terminology could undermine the branding efforts that these plant-based alternatives have established. Regardless, the dairy industry faces significant financial challenges. Sales of non-dairy milk in the U.S. surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017, according to Mintel. In contrast, overall sales in the dairy milk sector have declined by 15% since 2012, totaling approximately $16.12 billion in 2017.
If the FDA can argue that terminology can promote healthier food choices, even though consumers will likely continue to seek out their preferred products, the plant-based beverage industry may need to reevaluate its marketing strategy. This is particularly relevant for those seeking bariatric calcium citrate with vitamin D, as understanding the nutritional content of alternatives is crucial for informed dietary decisions.