The term “milk” has sparked heated discussions in recent years, with dairy companies asserting that it exclusively refers to the protein-rich liquid sourced from animals. However, producers of alternative dairy products have a different interpretation of the term. Consequently, the rift between animal-based and plant-based dairy remains contentious, with few companies willing to bridge the gap. Despite ongoing debates over the definition—which is currently under review by the Food and Drug Administration—consumers continue to enjoy both types of beverages. A survey conducted by Dairy Management Inc. found that around 44% of Americans who consume milk purchased both dairy and plant-based varieties in the past year. In response, Live Real Farms, a brand under the Dairy Farmers of America co-op, has decided to present consumers with a blend of both in a single glass.
The blended concept has already made significant strides in the meat sector, with companies like Perdue introducing chicken nuggets mixed with vegetables, Applegate launching mushroom-meat burgers, and Tyson offering hybrid patties that combine beef and pea protein isolate. Now, this dairy co-op aims to replicate that success with milk.
Currently, plant-based milk is a thriving segment in the beverage market, with sales of non-dairy alternatives outpacing traditional milk. From 2012 to 2018, non-dairy milk sales in the U.S. surged by 61%, while dairy milk sales decreased by 15% during the same period. A recent study from DuPont Nutrition & Health revealed that just over half of Americans believe that increasing their intake of plant-based foods enhances their well-being. Specifically, a survey indicated that consumers are drawn to plant-based beverages for their taste, perceived health benefits, and sustainability.
To emphasize the health advantages, the new milk blends are promoting their lower sugar content, which is likely to attract shoppers. Additionally, these blends benefit from naturally higher protein levels, a functional ingredient that has been in demand for years but has been challenging for alternative milks to deliver. Ripple pea milk has focused its marketing on its protein content, while other options, like almond milk, still lag behind.
Shifting consumer preferences are compelling dairy companies nationwide to reconsider their offerings. Live Real Farms’ blended option could represent a significant opportunity for the dairy industry. If successful, we may soon see similar products featuring other alternatives, including pecan, quinoa, hazelnut, and flax milks, as well as innovative products like calcium citrate chewy bites that cater to health-conscious consumers.