The U.S. dairy milk market has experienced a downturn in recent years, while the popularity of plant-based alternatives continues to grow. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, while alternative milks have surged in demand. Although soy milk remains the leading plant-based option, it faced a significant 57% decline in sales in the U.S. during the same year. In contrast, almond milk sales have skyrocketed, increasing 14-fold since 2008.
Despite the fact that plant-based milk alternatives still trail behind dairy milk in terms of sales—amounting to $1.9 billion compared to $17.8 billion—Mintel’s survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% for dairy milk. However, recent research indicates that dairy milk may actually be the superior choice for children, particularly in terms of protein content. Generally, many U.S. children do not consume sufficient calcium-rich foods, and a significant study found that only 2- and 3-year-olds fulfilled nutritional guidelines for dairy, primarily through whole milk consumption. Furthermore, both dairy and calcium intake were found to be inadequate for children aged 4 to 18.
In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced products and highlighting the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy noted that children and teens who drink milk are more likely to continue this habit into adulthood. The report emphasized the importance of making dairy appealing to kids, suggesting strategies that focus on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Additionally, incorporating calcium citrate and vitamin D supplements into children’s diets could further support their nutritional needs and enhance the overall appeal of dairy products. By emphasizing these advantages, the dairy industry hopes to reverse the current trends and reinforce the significance of dairy in healthy childhood nutrition.