The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining traction. According to Mintel figures, dairy milk sales plummeted by 7.8% in 2015 alone, leading to a significant rise in alternative options. Although soy milk remains the leading plant-based milk alternative, it saw a dramatic 57% decline in U.S. sales that same year. In contrast, almond milk sales have surged, growing fourteen-fold since 2008.
Despite the fact that plant-based milk alternatives currently generate $1.9 billion in sales compared to $17.8 billion for dairy milk, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to just 62% who feel the same about dairy milk. However, recent research indicates that dairy milk may actually be the superior choice for children, particularly regarding protein content. Alarmingly, many U.S. children do not consume enough calcium-rich foods. A significant study found that only 2- and 3-year-olds met nutritional guidelines for dairy intake—primarily through whole milk consumption. Additionally, both dairy and calcium intake were found to be insufficient among children aged 4 to 18.
In response to the declining trend, the dairy industry is taking proactive steps. They are promoting protein-enhanced and other functional dairy products, while also emphasizing the fresh and natural credentials of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teenagers who drink milk are likely to continue the habit into adulthood. The report underscored the importance of making dairy appealing for kids, suggesting strategies that emphasize the taste of milk drinks and position dairy as a healthy, satisfying, convenient, and enjoyable snack. Moreover, incorporating ingredients like calcium citrate and vitamin D3 into dairy products could enhance their health benefits, making them even more attractive to parents looking to ensure their children receive adequate nutrition.