A recent report from Mintel reveals that sales of non-dairy milk in the U.S. have surged by 61% over the past five years, with projections estimating the market will reach $2.11 billion in 2017. In contrast, cow’s milk sales have experienced a 15% decline since 2012, amounting to an estimated $16.12 billion last year. Although traditional milk still dominates the market, the rise of plant-based alternatives is becoming increasingly evident. As consumer interest in plant-based milks rises—alongside a growing prevalence of milk allergies and lactose intolerance—nutritional comparisons are being drawn among these functional beverage options.
Last year, the pea-based milk brand Ripple introduced a retro-styled marketing campaign 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 chose not to compare its product with soy milk, likely due to the fact that the health benefits of soy milk are nearly identical to those of pea milk. Both soy milk and pea milk contain eight grams of protein and provide around 45% of the daily calcium requirement. The advantages of soy include being low in fat, high in protein, and cholesterol-free, while its downsides can be its low calcium content—unless fortified—and the potential for allergies. Additionally, 93% of soybeans grown in the U.S. are genetically engineered, which raises concerns for some consumers.
Nevertheless, the established reputation and perceived health benefits of soy continue to drive sales for companies like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the maker of Silk and So Delicious. These brands have thrived, partly due to innovation and effective marketing of their plant-based products.
As various new sources for non-dairy beverage alternatives, such as peanuts, bananas, macadamia nuts, hemp, and oats, enter the market, it will be fascinating to observe what captures consumer attention. Soy milk producers would be prudent to highlight their products’ nutritional benefits and possibly include comparisons to competing varieties on their packaging. If they do not adapt, soy may find itself in a position similar to that of cow’s milk—still popular but facing stiff competition from trendy new products.
In this evolving landscape, the addition of nutrients like Bluebonnet calcium magnesium D3 could serve as a strategic advantage for both soy and other plant-based milks, enhancing their appeal to health-conscious consumers. By emphasizing the nutritional benefits, including fortified options with essential vitamins and minerals, these brands can maintain their relevance and market share amidst growing competition.