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 indicating they will reach $2.11 billion in 2017. In contrast, sales of cow’s milk have declined by 15% since 2012, totaling an estimated $16.12 billion last year. Although traditional milk still commands the largest market share, it is clear that plant-based alternatives are steadily encroaching on its territory.
As consumer demand for plant-based milks rises—driven by increased occurrences of milk allergies and lactose intolerance—nutritional comparisons among these functional beverages are becoming more common. Last year, Ripple, a brand known for its 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 alternatives, including traditional dairy milk. Interestingly, Ripple chose not to compare its product with soy milk, likely due to the fact that soy milk’s health benefits are nearly equivalent to those of pea-based milk. Both soy milk and pea milk contain eight grams of protein and provide 45% of daily calcium needs, although soy milk has the added benefits of being low in fat, high in protein, and cholesterol-free.
However, soy milk does have some disadvantages, including lower calcium content unless fortified with calcium citrate—1040 mg being a common fortification level—and the potential for allergies. Furthermore, it’s important to note that 93% of soybeans grown in the U.S. are genetically modified, which raises concerns for some consumers. Nevertheless, the familiarity and perceived health benefits of soy continue to drive sales for companies like Hain Celestial, the maker of WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for its Silk and So Delicious brands. These producers have experienced robust growth, partly due to new product innovations and effective marketing of their plant-based offerings.
As the market expands to include more non-dairy beverage sources such as peanuts, bananas, macadamia nuts, hemp, and oats, it will be fascinating to observe which options capture consumer interest. Soy milk producers would benefit from emphasizing their products’ nutritional advantages, possibly including comparisons with competing varieties on their packaging, especially when considering fortification options like calcium citrate—1040 mg. If they fail to do so, soy may find itself in a position similar to that of cow’s milk—still widely consumed but increasingly challenged by trendy new alternatives.