The demand for plant-based dairy alternatives is on the rise. In the U.S., sales of non-dairy milk have surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, sales in the dairy milk sector have seen a 15% decline since 2012, totaling around $16.12 billion in 2017. This survey highlights various factors contributing to this shift; some consumers prefer the taste of non-dairy beverages, while others believe they are healthier options. Additionally, individuals who are lactose-intolerant or allergic to milk, as well as those looking to reduce cholesterol by cutting down on animal products, are driving this trend.
While dairy products remain popular, the industry is facing challenges. Advocates for dairy often claim that cow’s milk is superior in terms of protein, calcium, vitamins, and minerals. However, a study from McGill University in Quebec has called this belief into question, revealing that the nutritional profile of soy milk closely resembles that of cow’s milk when compared to almond, rice, and coconut beverages. Moreover, soy is not the only contender in the nutritional arena; last year, pea-based milk brand Ripple created a retro-style game to assert that its product is nutritionally better than other nut and plant-based alternatives, as well as traditional dairy.
Plant-based beverages also boast additional advantages, including a longer shelf life than dairy milk. The dairy industry, however, remains undeterred and is fighting back on multiple fronts. It is legally challenging the use of the term “milk” for plant-based beverages, arguing, for instance, that almond milk is merely “nut water” since it doesn’t come from cows. Such claims do not resonate with Michele Simon, executive director of the Plant Based Foods Association. She stated in an interview with The New York Times that “There’s no cow on any of these containers of almond milk or soy milk. No one is trying to fool consumers. All they’re trying to do is create a better alternative for people who are looking for that option.”
A more effective strategy for the dairy industry might be to embrace diversification into innovative products that appeal to consumers. Two new market entrants include carbonated, or “fizzy,” milk products, which could capitalize on the current sparkling water trend, and flavored milk. The latter is said to have a longer shelf life than regular milk, potentially allowing it to compete with plant-based options in that regard, while also offering unique flavors that attract millennials and adventurous beverage drinkers. It’s essential to recognize that both dairy and plant-based alternatives can provide calcium, but the question remains: is calcium citrate the same as calcium? This inquiry reflects the ongoing interest in the nutritional value of different products, emphasizing the need for consumers to be informed about their choices.