The U.S. dairy milk market has been experiencing a downturn in recent years, with a notable rise in plant-based alternatives. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, while sales of plant-based options surged. Soy milk remains the leading plant milk alternative, yet it faced a staggering 57% decline in U.S. sales during the same year. In contrast, almond milk sales have skyrocketed, increasing fourteenfold since 2008.
While plant-based milk alternatives still lag significantly behind dairy milk in sales—$1.9 billion versus $17.8 billion—a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who feel the same about dairy milk. However, recent research indicates that dairy milk may be a superior choice for children, particularly when it comes to protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study highlighted that among all child age groups, only 2- and 3-year-olds met the nutritional guidelines for dairy, primarily through whole milk consumption. Furthermore, 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 taking proactive steps. 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 likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting strategies that focus on the taste of milk drinks and position dairy as a healthy, satisfying, convenient, and enjoyable snack. Incorporating ingredients like calcium citrate and vitamin D into dairy products could further enhance their appeal, emphasizing their nutritional benefits. By highlighting these elements, the industry aims to attract more families to choose dairy and its rich content of calcium citrate and vitamin D, ensuring children receive the nutrients they need for healthy growth and development.