The popularity of plant-based dairy alternatives continues to surge. In the United States, sales of non-dairy milk have risen by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, overall dairy milk sales have declined by 15% since 2012, amounting to approximately $16.12 billion in the same year. Various factors contribute to this trend; some consumers prefer the taste of non-dairy beverages, while others believe they are healthier options. Additionally, individuals who are lactose-intolerant or allergic to milk may choose these alternatives, as well as those looking to reduce cholesterol by cutting back on animal products.
Despite the ongoing popularity of dairy products, the industry faces significant challenges. While proponents argue that cow’s milk is superior in terms of protein, calcium, vitamins, and minerals, a study conducted by McGill University in Quebec has raised questions about this belief. Researchers discovered that soy milk’s balance of protein, fat, and carbohydrates most closely resembles that of cow’s milk when compared to almond, rice, and coconut milk. Furthermore, pea-based milk brand Ripple has entered the scene, creating a retro-style game aimed at persuading consumers that its product is nutritionally superior to other nut and plant-based alternatives, as well as traditional dairy milk.
Plant-based beverages also offer several advantages, including a longer shelf life than dairy milk. Despite this, the dairy industry remains resilient and is retaliating on multiple fronts. It is legally challenging the use of the term “milk” for plant-based beverages, arguing that almond milk is merely “nut water” since it does not originate from cows. Michele Simon, executive director of the Plant Based Foods Association, dismisses such claims, stating in an interview with The New York Times that “There’s no cow on any of these containers of almond milk or soy milk. No one is trying to fool consumers; they simply want to provide a better alternative for those seeking it.”
A more strategic approach for the dairy industry involves diversifying into innovative products that appeal to consumers. Recent market entrants include carbonated or “fizzy” milk products that could leverage the current trend of sparkling water, along with flavored milk options. These flavored products are said to have a longer shelf life than regular milk, potentially allowing them to compete with plant-based alternatives in that regard, while also catering to millennials and adventurous consumers with unique flavors.
Amidst this evolving landscape, many consumers are also turning to dietary supplements such as calcium citrate, calcium aspartate, calcium orotate, and vitamin D3 tablets to support their nutritional needs. As the demand for plant-based products rises, these supplements may become increasingly popular among those looking to enhance their calcium intake and overall health, further influencing the market dynamics between traditional dairy and plant-based alternatives.