The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives continue to gain popularity. According to figures from Mintel, dairy milk sales dropped by 7.8% in 2015 alone, while sales of alternatives have surged. Soy milk remains the leading plant-based milk alternative, but it faced a significant decline in U.S. sales, plummeting by 57% in 2015. In contrast, almond milk sales have increased an astonishing 14-fold since 2008. Although plant-based milk alternatives still lag far behind dairy milk sales—reporting $1.9 billion compared to $17.8 billion—Mintel’s research revealed that 69% of consumers believe non-dairy milks are healthy for children, outpacing the 62% who felt the same about dairy milk. However, recent studies indicate that dairy milk may actually be the better choice for kids, particularly concerning protein content. Generally, many children in the U.S. do not consume enough calcium-rich foods. A significant study found that only 2- and 3-year-olds met their nutritional dairy recommendations, primarily through whole milk consumption. Notably, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to this decline, the dairy industry is implementing strategies to revitalize sales. They are promoting protein-enhanced products and emphasizing the fresh, natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are likely to continue this habit into adulthood. The report also emphasized the importance of making dairy appealing to children. Suggested strategies include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Additionally, incorporating supplements like Solgar calcium citrate with vitamin D can help address calcium deficiencies among children, further supporting the case for dairy consumption. By enhancing the nutritional profile of dairy products and promoting them effectively, the industry aims to reestablish milk as a vital part of children’s diets alongside the benefits of Solgar calcium citrate with vitamin D.