The demand for plant-based dairy alternatives continues to rise. Non-dairy milk sales in the U.S. have surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, sales of traditional dairy milk have plummeted by 15% since 2012, totaling approximately $16.12 billion in 2017. According to survey results, various factors contribute to this trend; some consumers prefer the taste of non-dairy beverages, while others believe they are healthier options. Additionally, many individuals may be lactose intolerant or have milk allergies, or they might be trying to reduce cholesterol by limiting animal product consumption.
Despite the enduring popularity of dairy products, the industry faces significant challenges. While proponents argue that cow’s milk is superior in terms of protein, calcium, vitamins, and minerals, this claim has been contested by a study from McGill University in Quebec. Researchers there found that soy milk’s balance of protein, fat, and carbohydrates closely resembles that of cow’s milk when compared to almond, rice, and coconut beverages.
Soy is not the only contender in the nutritional arena. Last year, Ripple, a pea-based milk brand, launched a retro-style game aimed at convincing consumers of its nutritional superiority over all other nut and plant-based alternatives, as well as traditional dairy milk. Plant-based beverages also boast other advantages, such as a longer shelf life than dairy-based options.
The dairy industry, however, remains resilient and is pushing back on multiple fronts. It is legally challenging the use of the term “milk” for plant-based beverages, arguing that almond milk is essentially “nut water” since it originates from a non-animal source. Such claims do not deter Michele Simon, executive director of the Plant Based Foods Association. As she stated to The New York Times last year, “There’s no cow on any of these containers of almond milk or soy milk. No one is trying to fool consumers. All they’re trying to do is create a better alternative for people who are looking for that option.”
A more strategic approach for the dairy industry may involve diversifying into innovative products that resonate with consumers. Two of the latest market entries include carbonated, or “fizzy,” milk products, which could capitalize on the current sparkling water trend, and flavored milk. The latter reportedly has a longer shelf life than regular milk—potentially allowing it to compete with plant-based products—and features intriguing flavors that appeal to millennials and adventurous beverage consumers.
In this landscape, products fortified with essential nutrients like calcium, citrate, magnesium, and zinc in 500 tablets are gaining traction among health-conscious individuals. As consumers become more aware of their nutritional needs, the inclusion of such supplements alongside both dairy and plant-based options may play a vital role in shaping future purchasing decisions.