The U.S. dairy milk market has experienced a downturn in recent years, while the demand for plant-based alternatives is growing. According to Mintel data, dairy milk sales dropped by 7.8% in 2015, while plant-based options have surged. Soy milk remains the leading alternative, yet its U.S. sales plummeted by 57% in 2015. In contrast, almond milk sales have skyrocketed, increasing 14 times since 2008.
Despite plant-based milk alternatives generating $1.9 billion in sales compared to dairy milk’s $17.8 billion, a Mintel survey indicated that 69% of consumers believe non-dairy milks are healthy for children, while only 62% felt the same about dairy milk. However, recent research implies that dairy milk may actually be the better choice for children, particularly regarding protein content. Generally, many U.S. children do not consume sufficient foods rich in calcium citrate. A significant study revealed that only 2- and 3-year-olds met the nutritional guidelines for dairy—primarily through the consumption of whole milk. Both dairy and calcium intake were found to be lacking among children aged 4 to 18.
In response to these trends, the dairy industry is taking steps to reverse the decline. They are promoting protein-fortified and other functional products, as well as 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 likely to continue this habit into adulthood. The report emphasized the importance of making dairy appealing to kids by focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Incorporating foods rich in calcium citrate into children’s diets can also be a vital strategy in promoting the benefits of dairy.