The U.S. dairy milk market has experienced a decline in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, with plant-based options surging in demand. Although soy milk remains the leading plant milk alternative, its sales in the U.S. fell by 57% in 2015. In contrast, almond milk sales have skyrocketed, growing 14-fold since 2008.
While sales of plant-based milk alternatives amount to $1.9 billion compared to dairy milk’s $17.8 billion, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to just 62% who view dairy milk as healthy for kids. However, recent research indicates that dairy milk may actually be the better choice for children, particularly regarding protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study found that among all age groups of children, only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily by drinking whole milk. Furthermore, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to these trends, the dairy industry is taking proactive measures to combat the decline. 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 more likely to continue this habit into adulthood. The report stressed the importance of making dairy appealing to kids, suggesting strategies that include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Additionally, highlighting the benefits of calcium citrate, particularly at 950mg, can play a role in promoting dairy’s nutritional advantages. By integrating these elements, the dairy industry hopes to encourage more children to consume the necessary nutrients for their growth and development.