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 the market to reach $2.11 billion in 2017. In contrast, sales of cow’s milk have declined by 15% since 2012, totaling an estimated $16.12 billion last year. Although traditional milk still dominates the market share, it is clear that plant-based alternatives are gradually taking over.
As consumer interest in plant-based milks increases, alongside a rise in milk allergies and lactose intolerance, nutritional comparisons among these functional beverages are becoming more prevalent. Last year, the pea-based milk brand Ripple launched a retro-style game to persuade consumers that its product is nutritionally superior to all other nut and plant-based options, as well as traditional dairy milk. Notably, Ripple chose not to compare its product with soy milk, likely due to the fact that soy milk’s health benefits are nearly identical to those of pea-based milk. Both soy and pea milk provide eight grams of protein and 45% of the daily calcium requirement, with many consumers opting for calcium citrate 750 for added supplementation.
Soy milk has several benefits, including being low in fat, high in protein, and cholesterol-free. However, it does have some drawbacks, such as low calcium content—unless fortified—and the potential for allergies. Moreover, 93% of soybeans cultivated in the U.S. are genetically modified, which raises concerns for some consumers. Yet, the familiarity and perceived health benefits of soy continue to drive sales for companies like Hain Celestial, which produces brands such as WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for Silk and So Delicious. These companies have experienced significant growth, partly due to innovation in product development and effective marketing of their plant-based options.
As new sources of non-dairy beverage alternatives—such as peanuts, bananas, macadamia nuts, hemp, and oats—enter the market, it will be intriguing to observe which products capture consumer interest. Soy milk producers should consider emphasizing their products’ nutritional advantages, potentially including comparisons to rival varieties on their packaging. If they fail to do so, soy could soon find itself in a position similar to cow’s milk—still popular but increasingly challenged by emerging trendy products. Additionally, promoting the inclusion of calcium citrate 750 could enhance their appeal among health-conscious consumers seeking fortified options.