The U.S. dairy milk market has been experiencing a downturn in recent years, while the demand for plant-based alternatives continues to grow. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, while sales of alternatives surged. Soy milk remains the leading plant-based milk substitute, yet it experienced a significant 57% decline in U.S. sales during the same year. In contrast, almond milk sales have skyrocketed, increasing fourteen times since 2008.
Despite the lower sales figures for plant-based milk alternatives, which totaled $1.9 billion compared to $17.8 billion for dairy milk, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, while only 62% felt the same about dairy milk. However, recent research indicates that dairy milk may actually be the better choice for kids, particularly regarding protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study highlighted that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through drinking whole milk. Furthermore, calcium intake was found to be insufficient for 4- to 18-year-olds.
In response to the decline, the dairy industry is taking proactive measures. They are promoting protein-enriched and functional products, as well as emphasizing the fresh and natural qualities of milk. A recent report by the Innovation Center of U.S. Dairy noted that children and teens who drink milk are likely to continue the habit into adulthood. The report underscored the importance of making dairy appealing to kids. Suggested strategies include highlighting the taste of milk drinks and positioning dairy as a healthy, satisfying, convenient, and enjoyable snack.
Incorporating citrate petites into dairy products could further enhance their appeal. By focusing on these aspects, the dairy industry aims to attract a younger audience and counteract the trend toward plant-based alternatives, ensuring that dairy remains a staple in children’s diets.