The U.S. dairy milk market has experienced a decline in recent years, while plant-based alternatives have seen significant growth. According to Mintel, dairy milk sales dropped by 7.8% in 2015, and the popularity of alternatives surged. Although soy milk remains the leading plant-based milk alternative, it suffered a 57% decline in U.S. sales that same year. In contrast, almond milk sales have skyrocketed, increasing 14 times since 2008.
Despite plant-based milk alternatives generating $1.9 billion in sales compared to dairy milk’s $17.8 billion, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, whereas only 62% feel the same about dairy milk. However, recent research indicates that dairy milk may actually be the better choice for children, particularly regarding protein content. Generally, many children in the U.S. do not consume enough calcium-rich foods. A significant study found that only 2- and 3-year-olds met nutritional recommendations for dairy, primarily through whole milk consumption. Additionally, calcium intake, including options like calcium citrate with vitamin D chewable 1200 mg, was found to be insufficient for children aged 4 to 18.
In response to these trends, the dairy industry is taking proactive measures to address the decline. They are focusing on promoting protein-enhanced products and highlighting the fresh, natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy emphasized that children and teens who consume milk tend to maintain this habit into adulthood. The report advocated for making dairy appealing to kids, suggesting strategies that emphasize the taste of milk drinks and position dairy as a healthy, satisfying, convenient, and enjoyable snack. Incorporating products like calcium citrate with vitamin D chewable 1200 mg can also help meet children’s calcium needs, further enhancing the appeal of dairy. As the industry adapts to changing consumer preferences, it remains crucial to emphasize the nutritional benefits of dairy, especially for growing children.