The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives continue to gain popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, whereas the sales of alternatives have surged. Soy milk remains the leading plant-based milk option, yet it faced a staggering 57% decline in U.S. sales that same year. In contrast, almond milk has seen an impressive 14-fold increase in sales since 2008.
Despite plant-based milk alternatives still being significantly lower in sales compared to dairy milk ($1.9 billion versus $17.8 billion), a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who feel the same about dairy milk. However, recent research indicates that dairy milk might actually be the better choice for children, particularly regarding protein content. Generally, many U.S. children do not consume sufficient calcium-rich foods. A major study found that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily by drinking whole milk. Furthermore, both dairy and calcium intake were found to be inadequate among 4- to 18-year-olds.
In response to this decline, the dairy industry is implementing strategies to reignite interest in milk consumption. They are emphasizing protein-enriched and other functional products, as well as promoting the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teenagers who drink milk are more likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting that focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack could be effective.
Additionally, incorporating supplements like chewable calcium citrate with D3 can further enhance children’s calcium intake, addressing the widespread deficiency. By integrating these strategies and products, the dairy industry hopes to foster a new generation that appreciates the benefits of dairy, including its role in providing essential nutrients necessary for growth and health.