The demand for plant-based dairy alternatives is on the rise. In the U.S., sales of non-dairy milk surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, overall dairy milk sales have decreased by 15% since 2012, totaling around $16.12 billion in 2017. This trend, as highlighted by recent surveys, is driven by various factors. Some consumers find non-dairy beverages more appealing in taste, while others perceive them as healthier options. Additionally, individuals who are lactose-intolerant or have milk allergies may opt for plant-based alternatives, and some might be looking to reduce cholesterol by avoiding animal products.
Despite the enduring popularity of dairy products, the industry faces significant challenges. While it argues that cow’s milk offers superior protein, calcium, vitamins, and minerals, this claim has been contested by research from McGill University in Quebec. The study indicated that soy milk’s protein, fat, and carbohydrate ratios closely resemble those of cow’s milk when compared to almond, rice, and coconut beverages. Furthermore, soy isn’t the only contender in the nutritional arena; pea-based milk brand Ripple even created a retro-style game to persuade consumers of its product’s nutritional superiority over other nut and plant-based alternatives, as well as traditional dairy milk.
Plant-based beverages also boast other benefits, such as a longer shelf life than dairy milk. The dairy industry, however, is not backing down, launching legal challenges against the use of the term “milk” for plant-based drinks. They argue, for instance, that almond milk is merely “nut water” since it contains no dairy. Michele Simon, executive director of the Plant Based Foods Association, dismissed such arguments, stating, “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 effective approach for the dairy industry may be to diversify into innovative products that appeal to consumers. Recent market introductions include carbonated milk products, which tap into the sparkling water trend, and flavored milk, which reportedly has a longer shelf life than regular milk and features intriguing flavors that attract millennials and adventurous drinkers. In light of the ongoing debate about dietary choices, many consumers are also curious about how many mg of calcium citrate per day they should be consuming, as they explore alternatives that meet their nutritional needs. This topic is likely to influence their purchasing decisions as they weigh the benefits of both dairy and plant-based options.