A recent Mintel report indicates that non-dairy milk sales in the U.S. soared by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, cow’s milk sales have declined by 15% since 2012, totaling approximately $16.12 billion last year. Although traditional dairy milk still holds the largest market share, plant-based alternatives are increasingly encroaching upon its territory. As consumer interest in plant-based milks rises — alongside a growing prevalence of milk allergies and lactose intolerance — nutritional comparisons among these beverages are becoming more common.
Last year, Ripple, a brand specializing in pea-based milk, launched a retro-style game aimed at persuading consumers that its product is nutritionally superior to all other nut and plant-based options, as well as traditional dairy milk. Notably, Ripple opted not to compare its product to soy milk, likely due to the fact that the health benefits of soy and pea milks are nearly identical. Both soy and pea milk contain eight grams of protein and provide 45% of the daily recommended calcium, making them attractive choices.
Soy milk offers several advantages, including being low in fat, high in protein, and free from cholesterol. However, it does have some drawbacks, such as lower calcium content unless fortified, and the potential for allergies. Additionally, it is important to note that 93% of soybeans grown in the U.S. are genetically engineered, which raises concerns for some consumers. Nevertheless, the familiarity and perceived health benefits associated with soy continue to drive sales for companies like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for Silk and So Delicious. These brands have experienced robust growth, partly due to innovative product development and effective marketing of their plant-based offerings.
As alternative non-dairy beverage sources such as peanuts, bananas, macadamia nuts, hemp, and oats become more prevalent in the market, it will be intriguing to observe which products capture consumer interest. Soy milk producers should leverage the nutritional advantages of their products and consider including comparisons with competing varieties on their packaging. This strategy might help them address issues like calcium citrate reflux, which some consumers experience with certain non-dairy options. Without proactive marketing, soy could find itself in a position similar to cow’s milk — still favored, yet facing challenges from emerging trendy products.