The U.S. dairy milk market has been experiencing a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, with plant-based options surging in demand. Although soy milk remains the top plant milk alternative, it witnessed a significant decline in U.S. sales, dropping by 57% in 2015. In contrast, almond milk sales have soared, increasing 14-fold since 2008.
Currently, sales of plant-based milk alternatives are still modest compared to dairy milk, totaling $1.9 billion versus $17.8 billion. A Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, surpassing the 62% who view dairy milk as healthy for kids. However, recent research indicates that dairy milk may actually be the better option for children, particularly in terms of protein content. Generally, many U.S. children do not consume sufficient calcium-rich foods. A significant study found that among all age groups, only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily by drinking whole milk. Furthermore, both dairy and calcium intake were deemed inadequate for children aged 4 to 18.
In response to this decline, the dairy industry is taking steps to address the issue. They are promoting protein-enhanced and functional products, as well as emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who regularly consume milk are likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids. Suggested strategies include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.
In exploring different approaches to enhance calcium absorption, the calcium citrate route of administration could be a valuable consideration. This method may help ensure that children receive the essential calcium they need for healthy development. By promoting the benefits of dairy, including the potential advantages of the calcium citrate route of administration, the industry can encourage healthier dietary choices among the younger population. Ultimately, making dairy an appealing and integral part of children’s diets may help reverse the current trends in milk consumption.