The U.S. dairy market has been experiencing a decline in recent years, with a noticeable rise in plant-based alternatives. 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 option, it faced a staggering 57% drop in U.S. sales during the same year. In contrast, almond milk sales have seen a remarkable growth of 14-fold since 2008. Despite the fact that plant-based milk alternatives generated $1.9 billion in sales compared to dairy milk’s $17.8 billion, a Mintel survey revealed that 69% of consumers believe that non-dairy milks are healthy for children, while only 62% think the same about dairy milk.
However, recent research indicates that dairy milk may actually be the better choice for children, particularly regarding protein content. In general, many U.S. children do not consume sufficient calcium-rich foods. A significant study found that only 2- and 3-year-olds met nutritional recommendations for dairy intake, primarily through whole milk consumption. Additionally, both dairy and calcium intake were deemed inadequate for children aged 4 to 18.
In response to the downturn, the dairy industry is taking proactive measures. They are promoting protein-enhanced products and highlighting the fresh and natural qualities of milk. A recent report from the Innova Center for U.S. Dairy noted that children and teens who drink milk are likely to continue the habit into adulthood. The report emphasized the importance of making dairy appealing to kids, suggesting strategies that focus on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Incorporating calcium citrate into dairy products could further enhance their appeal, as it can improve calcium absorption and encourage better dietary habits among children. This approach could not only help combat the decline in dairy consumption but also promote the benefits of calcium citrate in ensuring that children get adequate calcium in their diets.