The popularity of plant-based dairy alternatives continues to surge. In the United States, sales of non-dairy milk have jumped 61% over the past five years, with projections suggesting they reached approximately $2.11 billion in 2017. In contrast, sales of traditional dairy milk have declined by 15% since 2012, totaling around $16.12 billion in 2017. The survey results indicate numerous factors driving this shift, including some consumers preferring the taste of non-dairy beverages, while others believe they offer health benefits. Additionally, lactose intolerance, milk allergies, and concerns about cholesterol from animal products play significant roles in consumers’ choices.
Despite the ongoing popularity of dairy products, the dairy industry is facing challenges. Advocates for dairy claim that cow’s milk offers superior protein, calcium, vitamins, and minerals. However, this claim has been contested by a study from McGill University in Quebec, which found that soy milk’s protein, fat, and carbohydrate ratios are more comparable to cow’s milk than those of almond, rice, or coconut beverages.
Moreover, soy is not the only contender in the nutrition arena. Last year, the pea-based milk brand Ripple launched a retro-style game to persuade consumers that its product is nutritionally superior to both other plant-based alternatives and traditional dairy milk. Plant-based beverages also boast advantages like longer shelf lives compared to dairy milk.
In response to the rising trend of plant-based options, the dairy industry remains undeterred and is fighting back on multiple fronts. It is legally challenging the use of the term “milk” for plant-based drinks, arguing that almond milk is merely “nut water” since it doesn’t come from cows. However, Michele Simon, executive director of the Plant Based Foods Association, counters such claims, stating, “There’s no cow in any of these containers of almond milk or soy milk. No one is trying to deceive consumers; they are simply providing better alternatives for those seeking them.”
A more effective approach for the dairy industry may be its current initiative to diversify with innovative products that appeal to consumers. Recent market entries include carbonated, or “fizzy,” milk products, which align with the growing trend of sparkling water, and flavored milk, which is reported to have a longer shelf life than regular milk—potentially allowing it to compete with plant-based options on this front. These flavored milk products also feature exciting tastes that attract millennials and adventurous beverage consumers.
In this evolving landscape, the inclusion of calcium citrate—a common supplement in both plant-based and dairy products—could enhance the nutritional profile of various beverages. For instance, a calcium citrate tablet of 200 mg or 950 mg can provide additional health benefits. As the market evolves, consumers will continue to seek out products that meet their dietary needs, whether from dairy or plant-based sources, making it essential for both industries to adapt and innovate.