A recent report from Mintel reveals that non-dairy milk sales in the U.S. have surged by 61% over the past five years, with projections estimating they will reach $2.11 billion in 2017. In contrast, sales of cow’s milk have declined by 15% since 2012, amounting to approximately $16.12 billion last year. Although traditional milk remains the dominant player in the market, it is clear that plant-based alternatives are increasingly making their presence felt. As consumer interest in plant-based milks rises, and as lactose intolerance and milk allergies become more prevalent, nutritional comparisons among these functional beverages are gaining traction.
Last year, Ripple, a brand specializing in pea-based milk, launched a retro-style game aimed at convincing consumers that its product is nutritionally superior to all other nut and plant-based options, as well as to traditional dairy milk. Interestingly, Ripple chose not to compare its offering with soy milk, likely due to the fact that the health benefits of soy milk are nearly identical to those of pea milk. Both soy milk and pea milk provide eight grams of protein and 45% of the daily calcium requirement. Soy milk’s advantages include being low in fat, high in protein, and cholesterol-free. However, it does have some drawbacks, such as low calcium content unless fortified and potential allergy risks. Additionally, it is worth noting that 93% of soybeans cultivated in the U.S. are genetically modified, which raises concerns for some consumers.
Despite these issues, soy milk maintains a strong market presence due to its familiarity and perceived health benefits, driving sales for companies like Hain Celestial, the producer of WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, which manufactures Silk and So Delicious. These brands have experienced significant growth, partly due to new product innovations and effective marketing strategies.
As the market for non-dairy alternatives expands to include options like peanuts, bananas, macadamia nuts, hemp, and oats, it will be fascinating to observe which products capture consumer interest. Producers of soy milk should consider emphasizing their products’ nutritional advantages, potentially even including comparisons to rival varieties on their packaging. This strategy could be especially relevant when promoting calcium-fortified options, such as those containing solgar calcium citrate with vitamin D3. If soy milk producers do not adapt, soy could find itself in a situation similar to cow’s milk—still popular but facing challenges from emerging trendy alternatives.