The U.S. dairy milk market has been experiencing a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel, dairy milk sales dropped by 7.8% in 2015 alone, and the demand for alternatives has surged. Although soy milk remains the top plant-based milk alternative, its U.S. sales plummeted by 57% in 2015. In contrast, almond milk sales have skyrocketed, increasing fourteenfold since 2008.
While the overall sales of plant-based milk alternatives are still relatively low compared to dairy milk—amounting to $1.9 billion versus $17.8 billion—Mintel’s survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who view dairy milk the same way. Nevertheless, the latest studies indicate that dairy milk may actually be the superior choice for kids, particularly in terms of protein content. Generally, a significant number of U.S. children do not consume enough calcium-rich foods. A key study found that only 2- and 3-year-olds meet nutritional recommendations for dairy, primarily through whole milk consumption. Furthermore, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to the declining trend, the dairy industry is taking proactive measures. They are promoting protein-enhanced and functional products, along with the fresh and natural qualities of milk. A recent report by the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are likely to continue this habit into adulthood. It emphasized the importance of making dairy appealing for kids, suggesting strategies that focus on the taste of milk drinks and emphasize dairy as a healthy, satisfying, and convenient snack option.
Additionally, incorporating products like calcium citrate gummy supplements can provide an alternative way to boost calcium intake among children who may not consume enough dairy. By promoting the benefits of both dairy and plant-based options, the industry aims to encourage healthier dietary habits among younger generations.