The demand for plant-based dairy alternatives continues to rise. Sales of non-dairy milk in the U.S. have surged by 61% over the past five years, with estimates reaching $2.11 billion in 2017. In contrast, traditional dairy milk sales have declined by 15% since 2012, amounting to approximately $16.12 billion in 2017. According to survey results, there are various reasons driving this shift; some consumers prefer the taste of non-dairy beverages, while others believe they offer health benefits. Additionally, individuals who are lactose-intolerant, have milk allergies, or are looking to reduce cholesterol by cutting back on animal products also contribute to this trend.
Despite the continued popularity of dairy products, the industry faces significant challenges. Proponents of cow’s milk argue that it excels in providing protein, calcium, vitamins, and minerals. However, a study conducted by McGill University in Quebec has called this assertion into question, revealing that the nutritional composition of soy milk closely resembles that of cow’s milk compared to almond, rice, and coconut milk. Furthermore, pea-based milk brand Ripple has recently launched a retro-style game aimed at demonstrating that its product is nutritionally superior to both nut and plant-based alternatives, as well as traditional dairy milk.
Plant-based beverages boast additional advantages, including a longer shelf life than their dairy counterparts. In response to the growing competition, the dairy industry is actively pushing back on multiple fronts, legally challenging the use of the term “milk” for plant-based products. Among their claims is the assertion that almond milk is merely “nut water,” highlighting the absence of cows in its production.
Such arguments do not resonate with Michele Simon, executive director of the Plant Based Foods Association. As she stated in an interview with The New York Times last year, “There’s no cow on any of these containers of almond milk or soy milk. No one is trying to fool consumers. All they’re trying to do is create a better alternative for people who are looking for that option.”
A more effective approach for the dairy industry would be to diversify into innovative products that appeal to consumer preferences. Recent market entries include carbonated or “fizzy” milk products, which align with the current trend for sparkling water, and flavored milk variants. These flavored options are reported to have a longer shelf life than regular milk, potentially allowing them to compete with plant-based products in that regard, while also attracting millennials and adventurous consumers.
Incorporating ingredients like calcium citrate, available in 200 mg and 950 mg tablet forms, could enhance the appeal of these dairy products, making them more competitive in a market increasingly leaning toward plant-based alternatives. By emphasizing nutritional benefits and exploring new flavors, the dairy industry can better position itself in this evolving landscape.