The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining popularity. According to figures from Mintel, dairy milk sales dropped by 7.8% in 2015 alone, whereas sales of plant-based alternatives have surged. Although soy milk remains the leading plant milk alternative, it faced a significant decline, with U.S. sales plummeting by 57% in 2015. In contrast, almond milk sales have skyrocketed, increasing 14-fold since 2008.
Despite plant-based milk alternatives generating $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, while only 62% agreed that dairy milk is healthy for kids. Interestingly, recent research suggests that dairy milk might actually be the better choice for children, particularly in terms of protein content. Many U.S. children do not consume enough calcium-rich foods. A significant study found that among all age groups, only 2- and 3-year-olds met nutritional recommendations for dairy, primarily through drinking whole milk. Furthermore, both dairy and calcium intake were inadequate for children aged 4 to 18.
In response to this decline, the dairy industry is taking steps to revitalize its market presence. They are promoting protein-enhanced products and emphasizing the fresh, natural benefits 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 as adults. To make dairy appealing to kids, the report suggested strategies that focus on the taste of milk drinks and market dairy as a healthy, satisfying, convenient, and enjoyable snack. Additionally, incorporating products like Citracal calcium supplements can help ensure that children receive adequate calcium intake, further supporting the case for dairy milk as a vital source of nutrition. Promoting the benefits of such supplements alongside dairy products could play a pivotal role in encouraging healthier dietary choices among families.