A recent report from Mintel reveals that non-dairy milk sales in the U.S. have surged by 61% over the past five years, with projections estimating these sales to reach $2.11 billion in 2017. In contrast, sales of cow’s milk have declined by 15% since 2012, totaling around $16.12 billion last year. While traditional dairy milk still holds the largest market share, it is clear that plant-based alternatives are making significant inroads.
As the demand for plant-based milks continues to rise, driven by increasing rates of milk allergies and lactose intolerance, consumers are increasingly comparing the nutritional profiles of these functional beverages. Last year, Ripple, a pea-based milk brand, launched a retro-themed game aimed at persuading consumers that its product is nutritionally superior to all other nut and plant-based options, as well as to traditional dairy milk. Notably, Ripple did not include soy milk in its comparisons, likely because soy milk’s health benefits closely mirror those of pea-based milk. Both soy and pea milks provide eight grams of protein and 45% of the daily recommended calcium intake.
Soy milk offers several advantages, including low fat content, high protein levels, and zero cholesterol. However, it does have some drawbacks, such as being low in calcium unless fortified and having the potential to trigger allergies. Additionally, it is worth noting that approximately 93% of the soybeans grown in the U.S. are genetically modified, which poses a concern for certain consumers. Nevertheless, the established familiarity and perceived health benefits of soy continue to drive sales for companies like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for Silk and So Delicious. These brands have experienced robust growth, partly due to innovative product development and effective marketing strategies for their plant-based offerings.
As more alternative non-dairy beverage options, such as those made from peanuts, bananas, macadamia nuts, hemp, and oats, emerge in the market, it will be intriguing to see which options captivate consumer interest. Soy milk producers should leverage their products’ nutritional advantages and consider including comparisons to rival varieties on their packaging. If they fail to do so, soy may find itself in a position similar to that of cow’s milk—still favored but increasingly challenged by new, trendy alternatives.
In light of these changes, consumers might wonder about the best ways to ensure they are getting adequate calcium, leading to questions like, “Do you take calcium citrate with food?” Educating consumers about calcium intake, especially in the context of plant-based diets, could help manufacturers retain their market share in this evolving landscape.