The demand for plant-based dairy alternatives continues to surge. In the United States, sales of non-dairy milk have risen by 61% over the past five years, with estimates suggesting they reached $2.11 billion in 2017. In contrast, sales of dairy milk have declined by 15% since 2012, totaling approximately $16.12 billion in 2017. This trend stems from various consumer motivations; some believe non-dairy beverages taste better, while others consider them healthier. Additionally, many individuals who are lactose-intolerant or have milk allergies are seeking alternatives, or they may be trying to lower their cholesterol by reducing animal product consumption.
Despite the enduring popularity of dairy products, the industry is facing significant challenges. Proponents of cow’s milk argue that it excels in protein, calcium, vitamins, and minerals, but a study from McGill University in Quebec has cast doubt on this assertion. Researchers found that the nutritional profile of soy milk—its balance of protein, fat, and carbohydrates—closely resembles that of cow’s milk, particularly when compared to almond, rice, and coconut milk. Furthermore, soy isn’t the only contender in the nutritional arena; last year, the pea-based milk brand Ripple launched a retro-style game to demonstrate that its product outperforms all other nut and plant-based alternatives, including traditional dairy milk.
Plant-based beverages offer additional benefits, such as a longer shelf life than dairy milk. The dairy industry, however, remains undeterred and is actively fighting back on multiple fronts. It has legally contested the use of the term “milk” when applied to plant-based beverages, arguing that almond milk is essentially “nut water” since it lacks any cow-derived ingredients. Yet, this stance does not resonate with Michele Simon, executive director of the Plant Based Foods Association. As she stated 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 strategic approach for the dairy industry might be to diversify into innovative products that appeal to consumers. Recent market entries include carbonated or “fizzy” milk products, which could leverage the growing sparkling water trend, and flavored milk varieties. The latter is reported to have a longer shelf life than regular milk, potentially allowing it to compete with plant-based products on this front, while also attracting millennials and adventurous beverage consumers. Amidst these shifts, questions about alternatives like calcium citrate also arise, with consumers wondering if calcium citrate is safe as they explore their options in both dairy and non-dairy markets.