A recent report from Mintel reveals that sales of non-dairy milk in the U.S. have surged by 61% over the past five years, with projections estimating revenues to reach $2.11 billion in 2017. In contrast, cow’s milk sales have declined by 15% since 2012, amounting to approximately $16.12 billion last year. While traditional milk still dominates the market share, it is clear that plant-based alternatives are making significant inroads.
As the demand for plant-based milks rises, partly due to the increasing prevalence of milk allergies and lactose intolerance, nutritional comparisons among these functional beverages are becoming more common. Last year, the pea-based milk brand Ripple created a retro-style game aimed at persuading consumers that their product is nutritionally superior to both nut and plant-based alternatives, as well as to traditional dairy milk. Notably, Ripple chose not to compare its product against soy milk, likely due to the similar health benefits both offer. Soy milk, like pea milk, contains eight grams of protein and provides 45% of the daily calcium requirement.
The benefits of soy include being low in fat, high in protein, and cholesterol-free. However, it also has drawbacks, such as lower calcium content unless fortified and a potential for allergies. Additionally, 93% of soybeans cultivated in the U.S. are genetically modified, which raises concerns for some consumers. Despite these issues, the familiarity and perceived health advantages of soy continue to drive 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 brands have experienced robust growth, partly fueled by innovative product development and effective marketing strategies for their plant-based offerings.
As more sources of non-dairy beverage alternatives, including peanuts, bananas, macadamia nuts, hemp, and oats, emerge in the market, it will be intriguing to observe which products capture consumer interest. Soy milk producers should consider emphasizing their products’ nutritional benefits and possibly include comparisons with competing varieties on their packaging. If they fail to do so, soy could soon find itself in a position akin to that of cow’s milk—still favored but facing competition from trendy new products.
In this evolving landscape, the promotion of nutritional supplements, such as Solgar calcium citrate with vitamin D3 tablets, could also be beneficial for consumers seeking to enhance their calcium intake, whether they choose soy milk or other plant-based alternatives. By highlighting the importance of nutrition alongside their products, soy milk brands can better position themselves against the rising tide of plant-based options while supporting consumer health awareness.