The U.S. dairy milk market has experienced a downturn in recent years while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales dropped by 7.8% in 2015, while sales of alternatives surged. Although soy milk remains the leading plant-based milk substitute, its sales in the U.S. plummeted by 57% in 2015. In contrast, almond milk sales have skyrocketed, increasing 14 times since 2008.
While the sales figures for plant-based milk alternatives are still relatively low compared to dairy milk—$1.9 billion versus $17.8 billion—a Mintel survey revealed that 69% of consumers believe non-dairy options are healthy for children, compared to just 62% who feel the same about dairy milk. Nevertheless, recent research indicates that dairy milk may actually be the superior choice for children, especially regarding protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study found that only 2- and 3-year-olds met nutritional recommendations for dairy, primarily through whole milk consumption. Additionally, both dairy and calcium intake were found to be insufficient among 4- to 18-year-olds.
In response to this decline, the dairy industry is taking steps to revitalize its market presence. They are promoting products that are protein-enhanced and highlighting the fresh, natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy emphasized that children and teens who drink milk are likely to continue this habit into adulthood. The report highlighted the importance of making dairy appealing for kids. Suggested strategies include emphasizing the taste of milk drinks and positioning dairy as a healthy, satisfying, and convenient snack option.
Furthermore, the promotion of bariatric calcium intake is crucial, as it helps address the nutritional deficiencies observed in many children. By encouraging the consumption of dairy products rich in calcium, the industry aims to ensure that children receive the necessary nutrients for healthy growth and development. In summary, while the rise of plant-based alternatives poses a challenge, the dairy sector is committed to innovating and promoting the benefits of milk, particularly in terms of protein and calcium, to attract a younger audience.