The U.S. dairy milk market has experienced a downturn in recent years, while the popularity of plant-based alternatives continues to grow. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, whereas sales of alternatives surged. Soy milk remains the leading plant-based milk substitute, though it saw a significant 57% drop in U.S. sales that same year. In contrast, almond milk sales have skyrocketed, increasing fourteenfold since 2008.
While the sales of plant-based milk alternatives are still modest compared to dairy milk ($1.9 billion versus $17.8 billion), a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who view dairy milk as beneficial. However, recent research indicates that dairy milk may actually be the superior choice for kids, especially concerning protein content. Generally, few U.S. children are consuming adequate amounts of calcium-rich foods. A significant study found that only 2- and 3-year-olds meet the nutritional recommendations for dairy, primarily through the consumption of whole milk. Both dairy and calcium intake are insufficient for children aged 4 to 18 years.
In response to the decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced products and emphasizing the fresh, natural benefits of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting a focus on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.
Moreover, parents may consider supplementing their children’s diets with calcium citrate zinc and vitamin D3 tablets to ensure they are getting adequate nutrients. This could help bridge the gap for those children who do not consume enough dairy products. Overall, while plant-based options are on the rise, the dairy industry is working hard to demonstrate the lasting benefits of traditional dairy milk, particularly in terms of essential nutrients like calcium and protein.