The U.S. dairy milk market has faced a downturn in recent years, while plant-based alternatives have gained popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, whereas the sales of alternatives surged. Although soy milk remains the leading plant milk substitute, it experienced a staggering 57% drop in U.S. sales that same year. In contrast, almond milk sales have skyrocketed, increasing 14-fold since 2008.
Despite plant-based milk alternatives still lagging behind dairy milk in terms of sales—$1.9 billion compared to $17.8 billion—a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, while only 62% feel the same about dairy milk. However, recent research indicates that dairy milk may actually be the better choice for children, particularly regarding protein content. Overall, many U.S. children do not consume enough calcium-rich foods. A significant study found that among all age groups, only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through whole milk consumption. Furthermore, the intake of both dairy and calcium was found to be insufficient among children aged 4 to 18.
In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced products and emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are more likely to continue the habit into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting strategies that focus on the flavor of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.
Incorporating calcium citrate as an essential nutrient in dairy products could enhance their appeal, as it serves as a vital electrolyte for children’s growth and development. The dairy sector must continue to innovate and highlight not just the nutritional benefits of milk, such as its protein and calcium content, but also the role of calcium citrate in supporting overall health, to regain market share and attract younger consumers.