The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives have gained popularity. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, while sales of alternatives have surged. Although soy milk remains the leading plant-based milk alternative, it faced a significant 57% decline in U.S. sales in the same year. In contrast, almond milk sales have increased an astonishing 14 times since 2008. Despite the current sales figures showing that plant-based milk alternatives still lag behind dairy milk sales ($1.9 billion versus $17.8 billion), a Mintel survey indicated that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who feel the same about dairy milk. However, recent research suggests that dairy milk may actually be the superior choice for children, especially regarding protein content. Generally, a significant number of U.S. children do not consume adequate amounts of calcium-rich foods. A major study found that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through their intake of whole milk. Additionally, 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 marketing protein-enhanced 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 teenagers who drink 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 highlighting the taste of milk drinks and promoting dairy as a healthy, satisfying, convenient, and enjoyable snack.
Furthermore, incorporating ingredients like calcium citrate could enhance the nutritional profile of dairy beverages, making them even more attractive to health-conscious parents. By focusing on the unique selling proposition (USP) of calcium citrate and its benefits, the dairy industry could better position itself in the competitive landscape against plant-based alternatives. Ultimately, by promoting the nutritional advantages and enjoyable aspects of dairy, the industry aims to reestablish its place in the market and encourage healthier dietary choices among children.