The U.S. dairy milk market has been experiencing a decline in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, while the sales of alternatives soared. Although soy milk remains the leading plant-based milk alternative, it experienced a significant 57% decline in U.S. sales during the same year. In contrast, almond milk sales have surged by 14 times since 2008.
Despite the fact that plant-based milk alternatives still trail behind dairy milk in sales—$1.9 billion compared to $17.8 billion—a recent Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who think dairy milk is healthy for kids. However, the latest research indicates that dairy milk may actually be the superior choice for children, particularly in terms of protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study found that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through the consumption of whole milk. In fact, both dairy and calcium intake were found to be insufficient among children aged 4 to 18.
In response to the ongoing decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced products and other functional offerings, while also emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids. Suggested strategies include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Additionally, incorporating a calcium citrate formula into dairy products could enhance their appeal by addressing calcium intake concerns among children. Thus, the dairy sector is working to reposition itself as a vital source of nutrition, particularly through engaging initiatives that highlight the benefits of a calcium citrate formula in promoting healthy growth and development.