The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining traction. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, while sales of alternatives surged. Although soy milk remains the leading plant-based milk substitute, its U.S. sales fell by 57% in the same year. Conversely, almond milk sales have skyrocketed, increasing fourteenfold since 2008.
Despite the fact that plant-based milk alternatives account for only $1.9 billion compared to $17.8 billion in dairy milk sales, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to 62% who think the same of dairy milk. However, recent research indicates that dairy milk may actually be the better option for kids, particularly in terms of protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study showed that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through whole milk consumption. Furthermore, calcium intake, as well as overall dairy consumption, was found to be insufficient for children aged 4 to 18.
In response to this decline, the dairy industry is taking proactive steps. They are promoting protein-enhanced and other functional products, emphasizing the fresh and 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 this habit into adulthood. The report underscored the necessity of making dairy appealing to kids, suggesting strategies that focus on the taste of milk drinks and promote dairy as a healthy, satisfying, and convenient snack option.
Moreover, it’s worth noting that incorporating nutrients like calcium citrate and vitamin C into these dairy products can enhance their appeal and health benefits. By emphasizing these nutritional aspects, the industry can help shift perceptions and encourage healthier choices among children and their families.