According to a recent report by Mintel, sales of non-dairy milk in the U.S. have surged by 61% over the last five years, reaching an estimated $2.11 billion in 2017. In contrast, cow’s milk sales have declined by 15% since 2012, amounting to approximately $16.12 billion last year. Despite traditional milk still holding the largest market share, it’s clear that plant-based alternatives are increasingly encroaching on its territory. As consumer demand for plant-based milks rises—along with the prevalence of milk allergies and lactose intolerance—nutritional comparisons among these functional beverages are becoming more common.
Last year, Ripple, a brand specializing in pea-based milk, launched a retro-style game aimed at persuading consumers that its product is nutritionally superior to other nut and plant-based options, as well as to traditional dairy milk. Notably, Ripple chose not to compare its product with soy milk, likely due to the similarity in health benefits between the two. Soy milk contains eight grams of protein, similar to pea milk, and provides 45% of the daily recommended calcium. The benefits of soy include being low in fat, high in protein, and cholesterol-free. However, its downsides consist of low calcium content—unless fortified with substances like tricalcium citrate—and the potential for allergies. Furthermore, 93% of soybeans cultivated in the U.S. are genetically engineered, raising concerns for some consumers.
Nevertheless, soy’s familiarity and perceived health advantages continue to drive sales for companies such as Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the maker of Silk and So Delicious. These brands have experienced robust growth, partly due to innovative product development and effective marketing strategies for their plant-based offerings.
As the market sees an influx of non-dairy beverage alternatives made from peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to observe which products capture consumer interest. Soy milk producers should consider emphasizing their nutritional benefits, potentially highlighting comparisons to competing options on their packaging. If they fail to do so, soy may soon find itself in a position similar to that of cow’s milk—still popular but facing challenges from emerging trendy alternatives. Incorporating nutrients like tricalcium citrate could further enhance soy milk’s appeal in this competitive landscape.