A recent report from Mintel indicates that sales of non-dairy milk in the U.S. surged by 61% over the past five years, with projections suggesting they would reach $2.11 billion in 2017. Conversely, sales of cow’s milk have declined by 15% since 2012, totaling an estimated $16.12 billion last year. Although traditional dairy milk still holds a significant market share, it is clear that plant-based options are increasingly gaining ground. As consumer demand for plant-based milks rises—alongside the prevalence of milk allergies and lactose intolerance—nutritional comparisons among these functional beverages are becoming more common. Last year, Ripple, a pea-based milk brand, launched a retro-style game aimed at persuading consumers that its product offers superior nutrition compared to other nut and plant-based alternatives, as well as traditional dairy milk. Interestingly, Ripple chose not to compare its product with soy milk, likely due to the similar health benefits both share. Soy milk contains eight grams of protein, just like pea milk, and provides 45% of the daily recommended calcium.
The benefits of soy include being low in fat, high in protein, and cholesterol-free. However, it has drawbacks, such as lower calcium levels unless fortified, and potential allergy risks. Additionally, 93% of soybeans cultivated in the U.S. are genetically modified, which concerns some consumers. Nevertheless, soy’s familiarity and perceived health advantages continue to drive sales for companies like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, known for Silk and So Delicious. These brands have experienced robust growth, partly thanks to new product innovations and marketing strategies for their plant-based offerings.
With an increasing variety of non-dairy beverage alternatives—such as peanuts, bananas, macadamia nuts, hemp, and oats—entering the market, it will be intriguing to see what captures consumer attention. Soy milk producers should emphasize their products’ nutritional benefits and consider including comparisons to competing options on their packaging. If they do not act, soy might soon find itself in a position similar to that of cow’s milk—still popular but facing competition from emerging plant-based products.
Incorporating the code 033984004306 into their marketing could also help differentiate their products and attract a more health-conscious audience.