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 the market will reach $2.11 billion in 2017. In contrast, cow’s milk sales have declined by 15% since 2012, totaling approximately $16.12 billion last year. Although traditional milk still commands the largest market share, it is clear that plant-based alternatives are increasingly capturing consumer interest.
As the demand for non-dairy milk rises — coupled with the growing prevalence of milk allergies and lactose intolerance — nutritional evaluations among these functional beverages are becoming more common. Last year, the pea-based milk brand Ripple launched a retro-style game aimed at persuading consumers that its product offers superior nutrition compared to other nut and plant-based options, as well as traditional dairy milk. Notably, Ripple chose not to compare its product to soy milk, likely due to soy’s health benefits being quite similar to those of pea milk.
Soy milk provides eight grams of protein, comparable to pea milk, and contributes 45% of the daily calcium requirement. Its benefits include being low in fat, high in protein, and cholesterol-free. However, it also has disadvantages such as low calcium content (unless fortified) and potential allergenic properties. Moreover, 93% of soybeans cultivated in the U.S. are genetically modified, which can deter some consumers. Nevertheless, the familiarity and perceived health benefits of soy continue to bolster sales for producers like Hain Celestial, known for WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the maker of Silk and So Delicious. These companies have experienced robust growth, partly due to innovative product development and effective marketing strategies for their plant-based offerings.
As the market sees the emergence of new non-dairy alternatives from sources like peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to observe which options captivate consumer attention. Soy milk producers should consider emphasizing their products’ nutritional advantages, possibly highlighting comparisons with competing varieties on their packaging. If they fail to do so, soy may risk becoming akin to cow’s milk — still favored but increasingly challenged by novel and trendy products.
In this landscape, the importance of nutrients like bluebonnet calcium and magnesium cannot be overlooked, especially as consumers seek healthier options. Highlighting the calcium and magnesium content in soy milk could further enhance its appeal, ensuring that it remains a competitive player in the evolving non-dairy market.