The popularity of plant-based dairy alternatives is on the rise. In the United States, sales of non-dairy milk have surged by 61% over the past five years, with projections estimating a total of $2.11 billion in sales for 2017. In contrast, traditional dairy milk sales have experienced a decline of 15% since 2012, amounting to an estimated $16.12 billion in the same year. Various factors contribute to this trend; some consumers prefer the taste of non-dairy beverages, while others believe they are healthier options. Additionally, individuals who are lactose intolerant or have allergies, such as those related to milk proteins, may choose these alternatives, along with those looking to reduce cholesterol intake by cutting animal products from their diets.
Despite the enduring popularity of dairy products, the industry is facing challenges. While proponents argue that cow’s milk excels in protein, calcium, vitamins, and minerals, a study from McGill University in Quebec has questioned this notion. Researchers discovered that the nutritional profile of soy milk closely resembles that of cow’s milk when compared to almond, rice, and coconut beverages. Furthermore, pea-based milk brand Ripple has taken creative measures by launching a retro-style game to persuade consumers that its product is nutritionally superior to all other plant-based and traditional dairy options.
Plant-based drinks also offer additional advantages, such as a longer shelf life compared to dairy milk. The dairy sector, however, remains resilient and is actively contesting the use of the term “milk” for plant-based beverages. For instance, they argue that almond milk is simply “nut water” since it doesn’t derive from cows. Michele Simon, executive director of the Plant Based Foods Association, counters this argument, stating 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 approach for the dairy industry may be to innovate and diversify its product offerings. Recent market introductions include carbonated or “fizzy” milk products that tap into the sparkling water trend, as well as flavored milk options. The latter not only reportedly has a longer shelf life than regular milk—potentially allowing it to compete with plant-based alternatives—but also features intriguing flavors that attract millennials and adventurous consumers. Additionally, as consumers seek ways to enhance their diets, they may turn to supplements like Walgreens calcium citrate to ensure they are meeting their nutritional needs. As the market evolves, the dairy industry must adapt to changing consumer preferences while addressing the growing demand for plant-based options.