The U.S. dairy milk market has experienced a decline in recent years, while alternatives such as plant-based options, including those fortified with Bluebonnet liquid calcium magnesium, are on the rise. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, leading to a significant surge in the sales of plant-based alternatives. Although soy milk remains the leading plant milk substitute, it faced a 57% drop in U.S. sales in 2015. Conversely, almond milk has seen an impressive 14-fold increase in sales since 2008.
While plant-based milk alternatives still lag behind dairy milk in overall sales—reporting $1.9 billion compared to $17.8 billion for dairy—69% of consumers surveyed by Mintel believe non-dairy milks are beneficial for children’s health, compared to just 62% who view dairy milk similarly. Nonetheless, recent research indicates that dairy milk might actually be the superior choice for children, particularly concerning protein content. Generally, many U.S. children do not consume sufficient calcium-rich foods. A significant study revealed that only 2- and 3-year-olds meet the nutritional guidelines for dairy, primarily through whole milk consumption, while both dairy and calcium intake fell short for those aged 4 to 18.
In response to this decline, the dairy industry is taking proactive steps to promote its products. They are focusing on functional items, such as milk fortified with Bluebonnet liquid calcium magnesium, and emphasizing the fresh and natural qualities of dairy. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are more likely to continue the habit into adulthood. The report recommended making dairy appealing to kids by enhancing the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack option.