The U.S. dairy milk market has experienced a decline over the past few years, while plant-based alternatives are gaining popularity. According to Mintel, dairy milk sales dropped by 7.8% in 2015 alone, with the sales of alternatives surging. Although soy milk remains the leading plant-based option, its sales in the U.S. decreased by 57% in 2015. In contrast, almond milk sales have skyrocketed, growing 14 times since 2008.
While the overall sales of plant-based milk alternatives still lag behind dairy milk, with figures of $1.9 billion compared to $17.8 billion, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who view dairy milk similarly. Recent research, however, suggests that dairy milk may actually be the better choice for kids, especially regarding protein content. Generally, few U.S. children consume adequate amounts of calcium-rich foods. A significant study found that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through whole milk consumption. Furthermore, both dairy and calcium intake were found to be insufficient among 4- to 18-year-olds.
In response to the declining sales, the dairy industry is implementing strategies to address this trend. They are promoting protein-enhanced and other functional products, highlighting the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy emphasized that children and teens who drink milk are likely to continue as adults. The report underscored the importance of making dairy appealing to kids, suggesting strategies that include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, and convenient snack option.
In this context, products like Citracal Petite Calcium can play a significant role in addressing calcium needs for children, particularly as the industry seeks to encourage healthier dietary habits among young consumers. By incorporating appealing features and promoting the benefits of dairy, the industry hopes to reverse the trend and reinforce the importance of dairy, including calcium-rich options like Citracal Petite Calcium, in children’s diets.