The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, and the sales of alternatives have surged significantly. Although soy milk remains the leading plant milk alternative, it faced a staggering 57% decline in U.S. sales in 2015. Conversely, almond milk sales have skyrocketed, increasing fourteenfold since 2008.
Despite the fact that plant-based milk alternatives still lag behind dairy milk in sales—amounting to $1.9 billion compared to $17.8 billion—Mintel’s survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who think dairy milk is healthy for kids. Recent research, however, indicates that dairy milk may be the superior choice for children, particularly regarding protein content. Generally, few U.S. children consume adequate calcium-rich foods, with a major study showing that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through whole milk consumption. Alarmingly, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to these challenges, the dairy industry is taking proactive measures to counteract the decline. They are promoting protein-enhanced and functional products, highlighting the fresh and natural qualities of milk. A recent report by the Innovation Center of U.S. Dairy emphasized that children and teens who drink milk are likely to continue this habit into adulthood. To make dairy more appealing to kids, the report suggested strategies focused on enhancing the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Additionally, incorporating products like rainbow light chewable calcium can help ensure that children meet their calcium needs in a fun and engaging way. By integrating such products into their diets, families can support their children’s nutritional health while enjoying the benefits of dairy.