A recent report from Mintel indicates that 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, cow’s milk sales have seen a decline of 15% since 2012, totaling approximately $16.12 billion last year. Although traditional milk still holds a substantial market share, it is clear that plant-based alternatives are increasingly encroaching on its territory. As consumer interest in plant-based milks rises—alongside a growing prevalence of milk allergies and lactose intolerance—nutritional assessments among these functional beverages have become more common.
Last year, Ripple, a brand specializing in pea-based milk, launched a retro-style game aimed at demonstrating that its product is nutritionally superior to other nut and plant-based alternatives, as well as to traditional dairy milk. Interestingly, Ripple chose not to compare its product with soy milk, possibly due to the fact that the health benefits of soy are nearly identical to those of pea milk. Both soy and pea milk contain eight grams of protein and provide 45% of the daily calcium requirement.
Soy milk has several advantages, including being low in fat, high in protein, and free from cholesterol. However, its downsides may include low calcium content—unless fortified—and the potential for allergic reactions. Additionally, 93% of soybeans cultivated in the U.S. are genetically engineered, which raises concerns for some consumers. Nevertheless, the familiarity and perceived health benefits of soy continue to bolster sales for producers like Hain Celestial, the maker of WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for Silk and So Delicious. These companies have experienced robust growth, partly driven by the development of new products and effective marketing of their plant-based offerings.
As more non-dairy beverage alternatives emerge on the market—including those made from peanuts, bananas, macadamia nuts, hemp, and oats—it will be intriguing to see what captivates consumer attention. Soy milk producers would benefit from emphasizing their products’ nutritional advantages, potentially including comparisons to competing varieties on their packaging. If they fail to do so, soy may find itself in a situation akin to that of cow’s milk—still favored but increasingly challenged by new, trendy options.
Interestingly, products like Kirkland’s magnesium zinc supplements illustrate the growing consumer interest in health-conscious choices. As more people seek out nutritional enhancements, such as the benefits provided by Kirkland magnesium zinc, soy milk and other plant-based options may need to adapt to maintain their standing in a rapidly evolving market.