“Shifting Trends: The Decline of Dairy Milk and the Rise of Plant-Based Alternatives in the U.S. Market”

The U.S. dairy milk market has experienced a downturn in recent years, while the popularity of plant-based alternatives continues to grow. According to Mintel data, dairy milk sales plunged by 7.8% in 2015 alone, whereas sales of alternatives have surged. Soy milk remains the leading plant-based milk substitute, yet it experienced a staggering 57% drop in U.S. sales that same year. In contrast, almond milk sales have skyrocketed, increasing fourteenfold since 2008.

Although the sales of plant-based milk alternatives still pale in comparison to those of dairy milk, with figures showing $1.9 billion for plant-based options against $17.8 billion for dairy, 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 beneficial for kids. Interestingly, recent research indicates that dairy milk might actually be the superior choice for children’s nutrition, particularly in terms of protein content. Generally, many children in the U.S. do not consume sufficient calcium-rich foods. A prominent study found that among all age groups, only 2- and 3-year-olds met the nutritional recommendations for dairy primarily through whole milk consumption. Additionally, both dairy and calcium intake were found to be inadequate for children aged 4 to 18.

In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enriched 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 noted that children and teenagers who drink milk are likely to continue doing so into adulthood. The report highlighted the importance of making dairy appealing to younger audiences. Strategies suggested include focusing on the taste of milk beverages and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.

Incorporating products like Puritan’s Pride Calcium Citrate can also play a vital role in enhancing children’s calcium intake, supporting the dairy industry’s efforts to promote better nutrition. By emphasizing the benefits of calcium and the enjoyment of dairy, the industry aims to reverse the current trends and foster healthier dietary habits among children and teens.