The U.S. dairy milk market has experienced a downward trend in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, and the demand for alternatives surged. Although soy milk remains the leading plant-based milk option, it saw a significant 57% drop in U.S. sales that same year. In contrast, almond milk sales have skyrocketed, increasing fourteenfold since 2008.
While plant-based milk alternatives still account for a modest $1.9 billion compared to the $17.8 billion generated by dairy milk, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, in contrast to just 62% who view dairy milk as beneficial. However, recent research indicates that dairy milk might actually be the better choice for children, particularly regarding protein content. Generally, few children in the U.S. consume adequate amounts of calcium-rich foods. A significant study found that only 2- and 3-year-olds across various age groups met the nutritional guidelines for dairy intake, primarily through whole milk consumption. Furthermore, both dairy and calcium intake were deemed insufficient for children aged 4 to 18.
In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced and functional products, as well as emphasizing the fresh and natural aspects of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teenagers who regularly consume milk are more likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids. Suggested strategies include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.
Moreover, with the growing interest in gluten-free options, the dairy industry could also highlight the benefits of calcium citrate in their products, ensuring that parents are aware of the nutritional advantages for their children. By leveraging these insights, the dairy sector aims to engage younger consumers and counteract the trend of declining milk consumption.