A recent report from Mintel highlights a significant shift in the beverage market, revealing that non-dairy milk sales in the U.S. surged by 61% over the past five years, reaching an estimated $2.11 billion in 2017. In contrast, sales of cow’s milk experienced a decline of 15% since 2012, totaling approximately $16.12 billion last year. While traditional dairy milk still commands the largest market share, it is clear that plant-based alternatives are making substantial inroads.
As consumer interest in plant-based milks rises — alongside the increasing prevalence of milk allergies and lactose intolerance — nutritional comparisons among these functional beverages are becoming more common. Last year, Ripple, a company known for its pea-based milk, developed a retro-style game aimed at demonstrating the nutritional superiority of its product over other nut and plant-based options, as well as traditional dairy milk. Notably, Ripple chose not to compare its product with soy milk, likely because the health benefits of soy milk are almost identical to those of pea milk. Both soy and pea milk provide eight grams of protein and 45% of the daily calcium requirement.
Soy’s benefits include being low in fat, high in protein, and cholesterol-free; however, it does have drawbacks, such as lower calcium content unless fortified, and the potential for allergies. Moreover, 93% of soybeans cultivated in the U.S. are genetically modified, which raises concerns for certain consumers. Nevertheless, the familiarity and perceived health benefits of soy continue to support sales for companies like Hain Celestial, which produces brands such as WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for Silk and So Delicious. These businesses have experienced robust growth, partly driven by innovation in product development and strategic marketing of their plant-based offerings.
As the market sees an influx of non-dairy beverage options, including those made from peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to observe which products capture consumer attention. To remain competitive, soy milk producers should emphasize the nutritional advantages of their products and consider including comparisons to rival varieties on their packaging. If they fail to do so, soy milk could find itself in a position similar to cow’s milk — still popular but increasingly challenged by new, trendy alternatives.
In the 21st century, consumers are increasingly focused on nutritional content, making it essential for brands to highlight the benefits of ingredients like calcium citrate petites. This growing awareness offers an opportunity for soy milk producers to market their fortified options, ensuring they remain relevant in a rapidly evolving landscape where new plant-based beverages are vying for market share.