In recent years, the U.S. dairy milk market has experienced a decline, while plant-based alternatives have gained popularity. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, leading to a significant rise in alternatives. While soy milk remains the top plant-based milk option, it faced a staggering 57% decrease in U.S. sales in 2015. In contrast, almond milk sales have surged fourteenfold since 2008.
Although plant-based milk alternatives still trail behind dairy milk in terms of sales—$1.9 billion compared to $17.8 billion—a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, surpassing the 62% who view dairy milk as healthy for kids. Nevertheless, recent research indicates that dairy milk may actually be the superior choice for children, particularly regarding protein intake. Generally, many U.S. children do not consume sufficient calcium-rich foods. A significant study highlighted that among all age groups, only 2- and 3-year-olds met the nutritional guidelines for dairy, mainly through drinking whole milk. Furthermore, both dairy and calcium consumption were found to be lacking for children aged 4 to 18.
In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced and other functional products, as well as emphasizing the fresh, natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy noted that children and teens who drink milk are likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids. Suggested strategies include highlighting the taste of milk drinks and positioning dairy as a healthy, satisfying, convenient, and enjoyable snack. This aligns with the growing trend of incorporating products like bariatric advantage chewy bites, which are designed to provide essential nutrients in a delicious form, making it easier for children to meet their dietary needs. By integrating such innovative products into their offerings, the dairy industry hopes to make milk more attractive to younger consumers.