The demand for plant-based dairy alternatives continues to rise. In the United States, non-dairy milk sales have surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. Conversely, sales of traditional dairy milk have declined by 15% since 2012, with estimates placing them at $16.12 billion in 2017. This trend can be attributed to various factors, as highlighted in a recent survey. Some consumers prefer the taste of non-dairy beverages, while others believe they offer health benefits. Additionally, individuals who are lactose-intolerant, have milk allergies, or are aiming to reduce cholesterol intake by cutting back on animal products are contributing to this shift.
Despite the enduring popularity of dairy products, the industry is facing significant challenges. While proponents argue that cow’s milk is superior in terms of protein, calcium, vitamins, and minerals, a study conducted by McGill University in Quebec has contested this notion. Researchers found that the nutritional profile of soy—specifically its ratio of protein, fat, and carbohydrates—most closely resembles that of cow’s milk when compared to almond, rice, and coconut-based beverages.
Soy isn’t the only contender in the race for nutritional supremacy. Last year, Ripple, a pea-based milk brand, launched a retro-style game aimed at convincing consumers that its product outperforms all other nut and plant-based alternatives, as well as traditional dairy milk, in terms of nutrition. Plant-based beverages also tout advantages such as longer shelf life compared to dairy milk.
In response, the dairy industry remains resilient and is pushing back on multiple fronts. It is legally challenging the use of the term “milk” for plant-based beverages, arguing that almond milk is essentially “nut water” since it lacks any dairy component. However, Michele Simon, executive director of the Plant Based Foods Association, dismisses these claims. As she pointed out to The New York Times last year, “There’s no cow on any of these containers of almond milk or soy milk. No one is trying to fool consumers. All they’re trying to do is create a better alternative for people who are looking for that option.”
A more effective strategy for the dairy industry may lie in diversifying its product offerings to align with consumer interests. Recent innovations include carbonated or “fizzy” milk products, which could capitalize on the growing trend of sparkling water, and flavored milk options that boast a longer shelf life than traditional milk. These flavored varieties may appeal to millennials and adventurous consumers. Incorporating nutritional supplements such as calcium citrate, magnesium hydroxide, vitamin D3, and zinc sulfate tablets into these products could further enhance their appeal, emphasizing the health benefits associated with dairy and competing directly with plant-based alternatives.