The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives continue to gain popularity. According to Mintel, dairy milk sales dropped by 7.8% in 2015 alone, while sales of alternatives surged. Although soy milk remains the leading plant milk alternative, it faced a significant 57% decline in U.S. sales that same year. In contrast, almond milk sales have skyrocketed, increasing 14 times since 2008.
Despite plant-based milk alternatives generating only $1.9 billion in sales compared to dairy milk’s $17.8 billion, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to just 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, few U.S. children consume adequate amounts of calcium-rich foods. A significant study found that only 2- and 3-year-olds met the nutritional recommendations for dairy, mainly through whole milk consumption, while both dairy and calcium intake were deemed insufficient for those aged 4 to 18.
In response to these challenges, the dairy industry is taking proactive measures to mitigate the decline. They are promoting products enriched with protein and other functional benefits, as well as emphasizing 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 likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting strategies such as focusing on the enjoyable taste of milk drinks and positioning dairy as a healthy, satisfying, convenient, and enjoyable snack.
Moreover, products fortified with USP certified calcium citrate could play a vital role in addressing calcium intake concerns among children. Incorporating USP certified calcium citrate into dairy offerings may enhance their appeal and nutritional value, making it easier for parents to choose dairy products for their children. Ultimately, promoting the benefits of dairy, including USP certified calcium citrate, can help reshape perceptions and encourage healthier choices among young consumers.