A recent report from Mintel reveals that sales of non-dairy milk in the U.S. have surged by 61% over the past five years, with projections estimating the market will reach $2.11 billion in 2017. In contrast, cow’s milk sales have declined by 15% since 2012, landing at approximately $16.12 billion last year. Although traditional milk still commands the largest market share, it is clear that plant-based alternatives are making significant inroads. As consumer interest in plant-based milks rises — alongside increasing instances of milk allergies and lactose intolerance — nutritional comparisons among these functional beverages have become more prevalent.
Last year, Ripple, a brand specializing in pea-based milk, created a retro-themed game to persuade consumers that its product offers superior nutrition compared to other nut and plant-based options, as well as traditional dairy milk. Notably, Ripple chose not to compare its offerings to soy milk, likely due to the similar health benefits shared between soy and pea milk. Both types contain eight grams of protein and provide 45% of the daily recommended calcium intake. The benefits of soy include being low in fat, high in protein, and cholesterol-free, although it is often criticized for its lower calcium levels unless fortified and for its potential to trigger allergies. Additionally, given that 93% of the soybeans cultivated in the U.S. are genetically modified, this raises concerns for some consumers.
Despite these issues, soy milk’s established reputation and associated health benefits continue to fuel sales for producers like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for Silk and So Delicious. These companies have experienced healthy growth, partly driven by innovative product development and marketing strategies for their plant-based offerings.
As the market sees the emergence of various non-dairy beverage alternatives made from peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to observe which options capture consumer interest. Soy milk manufacturers should leverage their products’ nutritional advantages and consider including comparisons with competing varieties on their packaging. This could be especially relevant for consumers looking to boost their calcium intake, as alternatives like calcium citrate 1000 mg chewable supplements may not always be front of mind. If soy brands do not adapt, they risk becoming akin to cow’s milk — still favored but increasingly challenged by new, trendy products.