The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, while alternative milks soared in popularity. Although soy milk remains the leading plant-based milk alternative, its sales in the U.S. dropped by 57% in 2015. In contrast, almond milk sales have surged, increasing fourteenfold since 2008.
Despite plant-based milk alternatives currently generating lower sales compared to dairy milk ($1.9 billion versus $17.8 billion), a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, whereas only 62% viewed dairy milk as healthy for kids. However, recent research indicates that dairy milk may actually be the more beneficial option for children, particularly regarding protein content. Generally, very few U.S. children are consuming adequate amounts of calcium-rich foods. A significant study found that among all age groups, only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through the consumption of whole milk. Furthermore, both dairy and calcium intake levels were found to be insufficient for children aged 4 to 18.
In response to this decline, the dairy industry is actively promoting enhanced protein products and emphasizing the fresh and natural attributes of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are likely to maintain this habit into adulthood. The report urged the industry to make dairy more appealing to kids, suggesting strategies such as focusing on the taste of milk beverages and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.
Interestingly, products such as calcium citrate available at Costco can help address the nutritional gaps for children who might not be consuming enough dairy. By incorporating calcium citrate supplements, families can support their children’s calcium intake even if they are not regular consumers of milk. Overall, while the landscape of milk consumption is shifting, efforts to promote dairy’s benefits and introduce calcium citrate options can play a vital role in ensuring children receive the nutrients they need.