The demand for plant-based dairy alternatives continues to surge. In the U.S., non-dairy milk sales have risen by 61% over the past five years, reaching an estimated $2.11 billion in 2017. Conversely, sales in the traditional dairy milk sector have declined by 15% since 2012, totaling approximately $16.12 billion in 2017. This trend is driven by various factors; some consumers prefer the taste of non-dairy beverages, while others believe they offer health benefits. Additionally, lactose intolerance, milk allergies, or a desire to reduce cholesterol by minimizing animal product intake also play a role.
Despite the enduring popularity of dairy products, the industry is facing significant challenges. Proponents of cow’s milk often argue that it is superior in terms of protein, calcium, vitamins, and minerals. However, research from McGill University in Quebec has questioned this notion, showing that soy milk closely matches cow’s milk in the balance of protein, fat, and carbohydrates compared to almond, rice, and coconut beverages.
Soy isn’t the only competitor in the nutritional arena; last year, the pea-based milk brand Ripple launched a retro-style game aimed at demonstrating the nutritional superiority of its product over other nut and plant-based alternatives, as well as traditional dairy milk. Additionally, plant-based beverages boast advantages such as a longer shelf life compared to dairy milk.
In response to these challenges, the dairy industry remains resilient and is actively countering on several fronts. It has legally contested the use of the term “milk” for plant-based beverages, arguing that almond milk is merely “nut water,” as there are no cows involved.
Such claims do not resonate with Michele Simon, executive director of the Plant Based Foods Association. She stated in an interview with The New York Times last year, “There’s no cow on any of these containers of almond milk or soy milk. No one is trying to deceive consumers. They are simply offering a better alternative for those seeking it.”
A more strategic approach for the dairy industry is its current initiative to diversify with innovative products that appeal to consumers. Recently, two notable market entries include carbonated, or “fizzy,” milk products that could leverage the popularity of sparkling water, and flavored milk, which reportedly has a longer shelf life than regular milk, potentially making it competitive with plant-based options. These flavored milks, with their intriguing tastes, are particularly attractive to millennials and adventurous consumers.
Moreover, the integration of supplements like chewable calcium citrate with vitamin D and magnesium into dairy and plant-based products could further enhance their appeal. By incorporating chewable calcium citrate with vitamin D and magnesium, both sectors can address consumer health concerns while boosting their nutritional profiles. As the market evolves, the presence of chewable calcium citrate with vitamin D and magnesium may become a staple in promoting the health benefits of both dairy and plant-based alternatives.