The demand for plant-based dairy alternatives is on the rise. In the U.S., sales of non-dairy milk have surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, the dairy milk segment has experienced a 15% decline since 2012, with sales estimated at $16.12 billion in 2017. According to survey results, various factors contribute to this trend; some consumers prefer the taste of non-dairy beverages, while others view them as healthier options. Additionally, individuals who are lactose intolerant or have milk allergies, as well as those looking to reduce cholesterol by cutting back on animal products, are gravitating towards these alternatives.
Despite the enduring popularity of dairy products, the industry is facing significant challenges. While it argues that cow’s milk is superior in terms of protein, calcium, vitamins, and minerals, these claims were recently questioned by a study from McGill University in Quebec. Researchers found that the nutritional profile of soy milk closely resembles that of cow’s milk when compared to almond, rice, and coconut beverages.
Soy is not the only competitor in the nutritional landscape. Last year, Ripple, a brand specializing in pea-based milk, launched a retro-style game aimed at persuading consumers that its product outperforms all other nut and plant-based alternatives, including traditional dairy.
Plant-based beverages also boast additional benefits, such as a longer shelf life compared to dairy milk. The dairy industry, however, remains undeterred and has been pushing back on multiple fronts. It is legally contesting the use of the term “milk” for plant-based beverages, arguing that almond milk is merely “nut water” since it does not come from cows.
This line of reasoning does not resonate with Michele Simon, executive director of the Plant Based Foods Association. As she stated in an interview with The New York Times last year, “There’s no cow on any of these containers of almond milk or soy milk. No one is trying to fool consumers. All they’re trying to do is create a better alternative for people who are looking for that option.”
A more prudent strategy for the dairy industry may be its current push to diversify into novel products that appeal to modern consumers. Two recent market introductions include carbonated, or “fizzy,” milk products, which could capitalize on the growing sparkling water trend, and flavored milk. The latter is believed to offer a longer shelf life than conventional milk, potentially allowing it to compete directly with plant-based products, while also featuring exciting flavors that attract millennials and adventurous beverage drinkers.
In this evolving landscape, innovations like the ccm d3 tablet are emerging as part of the industry’s response to changing consumer preferences. These tablets aim to enhance the nutritional profile of dairy products, further bridging the gap between traditional dairy and plant-based alternatives. As the market continues to shift, the dairy industry must adapt to maintain relevance in a world increasingly leaning toward plant-based options.