The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, whereas the sales of alternatives surged. Although soy milk remains the leading plant-based milk substitute, it faced a staggering 57% decline in U.S. sales during the same year. In contrast, almond milk sales have skyrocketed, increasing fourteen times since 2008.
Despite the fact that plant-based milk alternatives generated $1.9 billion in sales compared to dairy milk’s $17.8 billion, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, which is higher than the 62% who view dairy milk as healthy for kids. However, recent research indicates that dairy milk may actually be a more beneficial choice for children, particularly when it comes to protein content. Generally, many children in the U.S. do not consume adequate amounts of calcium-rich foods. A significant study found that only 2- and 3-year-olds met nutritional guidelines for dairy intake, primarily through whole milk consumption. Furthermore, both dairy and calcium intake were found to be insufficient among 4- to 18-year-olds.
In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enriched products and emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who consume milk are more likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting strategies such as focusing on the enjoyable taste of milk beverages and marketing dairy as a healthy, satisfying, and convenient snack.
Additionally, incorporating calcium citrate and magnesium supplements into children’s diets can further enhance their nutritional intake, especially for those who may not be getting enough from traditional sources. As the industry evolves, it will be essential to communicate the benefits of both dairy and these supplements effectively to parents, ensuring that children receive the nutrients they need for healthy development.