The U.S. dairy milk market has experienced a decline in recent years, while plant-based alternatives are becoming increasingly popular. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, while sales of plant-based options surged. Soy milk remains the leading plant-based alternative; however, it saw a significant decrease of 57% in U.S. sales during the same year. In contrast, almond milk sales have skyrocketed, growing 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, surpassing the 62% who view dairy milk similarly. Nevertheless, recent research indicates that dairy milk may actually be the better choice for children, especially regarding protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study highlighted that only 2- and 3-year-olds met the nutritional guidelines for dairy intake, primarily through whole milk consumption. Additionally, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to this declining trend, the dairy industry is taking proactive measures. They are promoting products enhanced with protein and other functional benefits, while also emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy pointed out that children and teens who drink milk are more likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting strategies that focus on the enjoyable taste of milk drinks and advocating dairy as a healthy, satisfying, convenient, and fun snack. Furthermore, incorporating ingredients like bluebonnet calcium magnesium citrate can enhance the nutritional profile of dairy products, making them even more attractive to health-conscious parents.