According to a recent report from Mintel, non-dairy milk sales in the U.S. have surged by 61% over the past five years, with projections indicating they would reach $2.11 billion in 2017. In contrast, sales of cow’s milk have declined by 15% since 2012, totaling an estimated $16.12 billion last year. Although traditional milk still holds a significant market share, it’s clear that plant-based alternatives are increasingly gaining ground. As consumer demand for non-dairy options rises—alongside a growing prevalence of milk allergies and lactose intolerance—nutritional comparisons among these functional beverages are becoming more common.
Last year, the pea-based milk brand Ripple even created a retro-style game to persuade consumers that its product is nutritionally superior to all other nut and plant-based alternatives, as well as traditional dairy milk. Notably, Ripple did not compare its product to soy milk, likely due to the fact that soy milk’s health benefits are quite similar to those of pea milk. Both soy and pea milk contain eight grams of protein and provide 45% of the daily calcium requirement. The advantages of soy milk include being low in fat, high in protein, and cholesterol-free. However, its disadvantages include being low in calcium—unless fortified—and the potential for allergies. Additionally, 93% of soybeans grown in the U.S. are genetically modified, which raises concerns for some consumers.
Despite these issues, soy’s familiarity and perceived health benefits continue to drive sales for producers like Hain Celestial, which makes WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the company behind Silk and So Delicious. These brands have experienced healthy growth, partly due to new product development and effective marketing of their plant-based offerings.
As more non-dairy beverage options such as peanuts, bananas, macadamia nuts, hemp, and oats emerge in the market, it will be fascinating to see what retains consumer interest. Soy milk producers should consider emphasizing the nutritional advantages of their products, potentially including comparisons to competing varieties on their packaging. Moreover, they might benefit from promoting ingredients like Walgreens calcium citrate D3 to highlight their calcium content, especially since calcium is a key consideration for many health-conscious consumers. If they don’t act quickly, soy milk could find itself in a position similar to cow’s milk—still popular but increasingly challenged by new and trendy products.