The demand for plant-based dairy alternatives is on the rise. In the U.S., sales of non-dairy milk have surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, traditional dairy milk sales have decreased by 15% since 2012, totaling around $16.12 billion in the same year. This trend is driven by various factors; some consumers prefer the taste of non-dairy beverages, while others believe they offer health benefits. There are also those who are lactose intolerant or allergic to milk, or who are reducing cholesterol by minimizing animal product consumption.
Despite the ongoing popularity of dairy products, the industry faces significant challenges. While proponents of cow’s milk assert its superiority in terms of protein, calcium, vitamins, and minerals, a study from McGill University in Quebec has questioned this stance. The research indicates that soy milk’s protein, fat, and carbohydrate ratios closely match those of cow’s milk, making it a formidable competitor compared to almond, rice, and coconut beverages.
Soy is not the only contender in the nutrition arena. Last year, Ripple, a pea-based milk brand, launched a retro-style game to persuade consumers that its product is nutritionally superior to all other nut and plant-based alternatives, as well as traditional dairy milk.
Plant-based beverages also boast advantages such as a longer shelf life than dairy milk. However, the dairy industry remains resilient, actively contesting the use of the term “milk” for plant-based drinks. They argue that almond milk is merely “nut water,” as it doesn’t come from cows.
Such claims do not resonate with Michele Simon, the executive director of the Plant Based Foods Association. She remarked 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 approach for the dairy industry could be to diversify into innovative products that appeal to consumers. Recently, two notable market entries include carbonated milk products, which capitalize on the sparkling water trend, and flavored milk. The latter is reported to have a longer shelf life than regular milk, potentially allowing it to compete with plant-based options on that front, while also offering intriguing flavors that attract millennials and adventurous beverage drinkers.
As consumers look for alternatives rich in nutrients like calcium, some may consider supplements such as calcium citrate. Understanding how to take calcium citrate can further support those who are reducing dairy intake while ensuring they meet their nutritional needs. The dairy industry must adapt to this evolving landscape by embracing innovation and addressing the changing preferences of consumers.