According to a recent report from Mintel, non-dairy milk sales in the U.S. have surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, sales of cow’s milk have declined by 15% since 2012, falling to approximately $16.12 billion last year. Although traditional milk still holds the largest market share by a significant margin, it is clear that plant-based options are increasingly encroaching on this territory. As consumer demand for plant-based milks rises, alongside the prevalence of milk allergies and lactose intolerance, nutritional comparisons between these functional beverages are becoming more common.
Last year, Ripple, a brand specializing in pea-based milk, launched a retro-style game aimed at persuading consumers that its product is nutritionally superior to all other nut and plant-based alternatives, as well as traditional dairy milk. Notably, Ripple chose not to compare its product with soy milk, likely due to the fact that soy milk’s health benefits closely mirror those of pea-based milk. Soy milk contains eight grams of protein and 45% of the daily recommended calcium, similar to pea milk. Its benefits include being low in fat, high in protein, and free of cholesterol, while its disadvantages consist of a low calcium content—unless fortified—and the potential for allergies. Furthermore, 93% of soybeans cultivated in the U.S. are genetically modified, which raises concerns for some consumers.
Nonetheless, soy’s familiarity and perceived health benefits continue to drive sales for producers such as Hain Celestial, the maker of WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the manufacturer of Silk and So Delicious. These companies have experienced robust growth, partly fueled by innovative product development and effective marketing of their plant-based offerings. As more alternative non-dairy beverages emerge in the market, including those made from peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to see which products capture consumer interest.
Soy milk producers should capitalize on their products’ nutritional advantages, potentially incorporating comparisons to competing varieties on their packaging. For instance, highlighting the benefits of Citracal D Maximum, which provides essential calcium and vitamin D, could enhance their appeal. If soy milk brands do not adapt, they may soon find themselves in a position similar to that of cow’s milk—still popular but facing challenges from new, trendy alternatives.