The U.S. dairy milk market has experienced a decline in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, whereas the sales of plant-based options surged. Soy milk remains the leading plant milk alternative, but it faced a significant 57% drop in U.S. sales in 2015. In contrast, almond milk sales have skyrocketed, increasing 14-fold since 2008. Although the revenue from plant-based milk alternatives is still modest compared to dairy milk sales—$1.9 billion versus $17.8 billion—a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to just 62% who think dairy milk is healthy for kids. However, recent research suggests that dairy milk may actually be a better choice for children, particularly in terms of protein content.
Generally, many U.S. children do not consume enough calcium-rich foods. A significant study indicated that only 2- and 3-year-olds across all age groups met the nutritional recommendations for dairy, primarily by drinking whole milk. Furthermore, both dairy and calcium intake were found to be inadequate for those aged 4 to 18. In light of this, the dairy industry is taking proactive measures to counteract the decline. They are focusing on promoting protein-enhanced and functional products, as well as emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are likely to continue this habit into adulthood. The report emphasized the importance of making dairy appealing for kids, suggesting strategies that include promoting the taste of milk drinks and positioning dairy as a healthy, satisfying, convenient, and enjoyable snack.
For pregnant women, it’s crucial to ensure adequate calcium intake, and dairy can play a significant role. Calcium citrate is often recommended during pregnancy for its benefits. Therefore, while plant-based alternatives are on the rise, the dairy industry is keen to remind consumers of the nutritional advantages dairy milk offers, especially regarding calcium and protein for growing children.