The popularity of plant-based dairy alternatives is on the rise. In the United States, 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 overall sales of dairy milk have declined by 15% since 2012, amounting to approximately $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 believe they offer health benefits. Additionally, there are individuals who are lactose intolerant or have milk allergies, and some are simply trying to reduce cholesterol by limiting animal products.
While dairy products remain highly popular, the industry faces significant challenges. Proponents argue that cow’s milk is superior in terms of protein, calcium, vitamins, and minerals. However, this claim has been contested by a study from McGill University in Quebec, which found that soy milk’s protein, fat, and carbohydrate ratios are the closest match to those of cow’s milk when compared to almond, rice, and coconut beverages. Moreover, soy is not the only contender in the nutritional arena. Last year, the pea-based milk brand Ripple launched a retro-style game aimed at persuading consumers that its product is nutritionally superior to other nut and plant-based options, as well as traditional dairy milk.
Plant-based beverages also boast additional benefits, such as a longer shelf life compared to dairy milk. Despite these challenges, the dairy industry remains unfazed and is actively pushing back on multiple fronts. It has legally contested the use of the term “milk” for plant-based drinks, arguing, for instance, that almond milk is merely “nut water” since it does not come from cows. Such claims do not resonate with Michele Simon, executive director of the Plant Based Foods Association, who 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 approach for the dairy industry could involve diversification into innovative products that appeal to consumers. Recently, two notable market entries have been carbonated or “fizzy” milk products, which tap into the current sparkling water trend, and flavored milk. The latter is said to have a longer shelf life than regular milk—potentially allowing it to compete with plant-based products in that area—and features interesting flavors that attract millennials and adventurous beverage drinkers. Notably, dairy products fortified with calcium citrate providing 1000 mg of elemental calcium are emerging as appealing options for health-conscious consumers. As the industry adapts, it is essential to highlight the nutritional benefits of both traditional and alternative milk options, including the advantages of calcium citrate as a source of elemental calcium.