A recent report from Mintel reveals 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, sales of cow’s milk have seen a decline of 15% since 2012, totaling around $16.12 billion last year. While traditional milk still commands the largest market share, it is clear that plant-based alternatives are increasingly making their presence felt.
As consumer interest in plant-based milks continues to rise—partly due to a growing number of milk allergies and lactose intolerance—nutritional evaluations among these functional beverages are becoming more common. Last year, Ripple, a brand known for its pea-based milk, launched a retro-style game aimed at persuading consumers that its product is nutritionally superior to all other nut and plant-based options, even traditional dairy milk. Notably, Ripple chose not to compare its product to soy milk, likely because soy milk’s health benefits closely mirror those of pea milk. Both soy and pea milk provide eight grams of protein and 45% of the daily calcium requirement.
Soy milk boasts several advantages, including being low in fat, high in protein, and cholesterol-free. However, it has some drawbacks, such as low calcium content—unless fortified—and the potential to trigger allergies. Additionally, 93% of soybeans cultivated in the U.S. are genetically engineered, a concern for some consumers. Despite these issues, the familiarity and perceived health benefits of soy milk continue to propel sales for companies like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the maker of Silk and So Delicious. These companies have experienced robust growth, partly due to innovative product development and effective marketing of their plant-based offerings.
As more non-dairy beverage alternatives emerge, including those made from peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to see which products capture consumer interest. Soy milk producers might consider emphasizing their products’ nutritional advantages, potentially even including comparisons to competing varieties on their packaging. If they fail to do so, soy could risk becoming analogous to cow’s milk—still favored but increasingly challenged by newer, trendy products. This is particularly relevant for consumers seeking options like Citracal for osteopenia, who are looking for calcium-rich non-dairy alternatives. As such, highlighting the nutritional aspects of soy milk could be crucial in retaining its market position.