The demand for plant-based dairy alternatives is on the rise. In the United States, sales of non-dairy milk have surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, the overall sales in the dairy milk category have seen a 15% decline since 2012, dropping to approximately $16.12 billion in 2017. According to survey results, various factors contribute to this trend; some consumers find non-dairy beverages more palatable, while others perceive them as healthier options. Additionally, individuals who are lactose-intolerant or allergic to milk, as well as those aiming to reduce cholesterol by limiting animal products, are turning to these alternatives.
Despite the continued popularity of dairy products, the industry is facing challenges. Dairy advocates assert that cow’s milk is superior in terms of protein, calcium, vitamins, and minerals. However, this notion was contested by a study from McGill University in Quebec, which indicated that soy milk’s protein, fat, and carbohydrate ratios most closely resemble those of cow’s milk compared to almond, rice, and coconut beverages. Moreover, soy is not the only contender in the nutritional arena. Last year, the pea-based milk brand Ripple launched a retro-style game aimed at convincing consumers that its product offers superior nutrition compared to other nut and plant-based alternatives, including traditional dairy milk.
Plant-based beverages tout additional benefits as well, such as a longer shelf life than dairy milk. The dairy industry, however, remains resilient and has been pushing back on multiple fronts. It is legally contesting the use of the term “milk” for plant-based drinks, arguing, for instance, that almond milk is merely “nut water” since it does not come from cows.
Michele Simon, the executive director of the Plant Based Foods Association, dismisses such arguments. 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 prudent strategy for the dairy industry may be its current efforts to diversify into innovative products that resonate with consumers. Two recent market entries include carbonated or “fizzy” milk products, which could capitalize on the current sparkling water trend, and flavored milk. The latter is said to have a longer shelf life than regular milk, potentially allowing it to compete with plant-based options in this regard. Moreover, interesting flavors appeal to millennials and adventurous beverage consumers.
To further enhance the nutritional value of dairy products, brands may consider incorporating supplements like Citracal Calcium Plus D3 280 ct, which can fortify their offerings. This addition not only addresses health concerns but also attracts health-conscious consumers. In this evolving landscape, the dairy industry must adapt by embracing innovation and highlighting the benefits of products enriched with supplements like Citracal Calcium Plus D3 280 ct to remain competitive in the face of growing plant-based alternatives.