The labeling of a beverage as “milk” has sparked a contentious debate among the dairy industry, consumers, and the Food and Drug Administration (FDA). Although research shows that consumers appreciate the health benefits and nutrients of both plant-based and dairy options, and that there is little confusion between the different types of beverages, commentary surrounding the study suggests a prevailing consumer sentiment that the term “milk” should be reserved strictly for dairy products.
In an effort to argue that plant-based beverages should not be allowed to use the term “milk,” the dairy industry has reached out to Congress and the FDA, pursued legal action, and advocated for federal legislation urging the FDA to enforce its official definition of milk. Last spring, FDA Commissioner Scott Gottlieb indicated that the agency might soon impose restrictions on plant-based beverage manufacturers regarding the use of the term “milk” on their labels and provide new guidance on the identity standards for products that can utilize traditional dairy terminology.
As the debate continues, the dairy sector maintains that labeling plant-based products as “milk” confuses consumers, especially since these alternatives are not nutritionally equivalent to dairy milk. However, a recent online survey conducted by the International Food Information Council revealed that around 75% of consumers understand that plant-based milk does not contain cow’s milk.
Rather than insisting on the removal of the term “milk” from plant-based dairy alternatives, both sides might find a middle ground by labeling their products with an adjective that specifies the source of the beverage. For instance, while cow’s milk is distinct from goat’s milk, almond milk is different from pea milk.
Even if the dairy industry remains resistant to compromise, simply replacing the word “milk” with terms like “plant-based beverage” is unlikely to significantly alter consumer behavior. Shoppers are likely to continue using the term “milk” as it is a straightforward way to describe a protein-rich opaque liquid. Changing the terminology may not affect purchasing patterns; however, creating a disconnect between spoken and written language could potentially harm the branding efforts that these plant-based alternatives, including products fortified with upcal d3, have diligently developed.
In conclusion, while the controversy surrounding the term “milk” persists, it may be more beneficial for both sides to embrace a solution that recognizes the uniqueness of each product while still respecting consumer understanding and preferences.