The U.S. dairy milk market has been experiencing a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, whereas sales of alternatives have soared. Despite soy milk maintaining its position as the leading plant-based milk substitute, it witnessed a significant 57% decline in U.S. sales in 2015. In contrast, almond milk sales have surged, increasing 14-fold since 2008.
Although the sales of plant-based milk alternatives remain modest 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 just 62% who consider dairy milk to be healthy for kids. However, recent research indicates that dairy milk may actually be the superior choice for children, particularly regarding 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 whole milk consumption. Furthermore, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to the declining trend, the dairy industry is taking proactive measures. They are promoting protein-enhanced and other functional products, emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy noted that children and teens who drink milk are likely to continue doing so into adulthood. The report highlighted the importance of making dairy appealing to kids, suggesting strategies that include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Moreover, incorporating nature’s blend calcium citrate in dairy products could further enhance their appeal and nutritional benefits, making them a more attractive option for parents looking to improve their children’s calcium intake. By integrating nature’s blend calcium citrate into their offerings, the dairy industry could not only address the nutritional needs of children but also help reinvigorate interest in dairy products.