The U.S. dairy milk market has experienced a decline in recent years, while the popularity of plant-based alternatives continues to soar. According to Mintel data, dairy milk sales dropped by 7.8% in 2015 alone, whereas sales of alternative milks have seen remarkable growth. Soy milk remains the leading plant-based option, but it faced a significant 57% decline in U.S. sales in 2015. In contrast, almond milk sales have surged fourteenfold since 2008.
While the revenue from plant-based milk alternatives is still relatively low compared to dairy milk—$1.9 billion versus $17.8 billion—Mintel’s survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to just 62% who feel the same about dairy milk. Nonetheless, recent research indicates that dairy milk might actually be the superior option for children, particularly regarding protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study found that among all age groups, only 2- and 3-year-olds met nutritional recommendations for dairy, primarily by drinking whole milk. Both dairy and calcium intake were found to be lacking for children aged 4 to 18.
In response to this ongoing decline, the dairy industry is taking proactive measures. They are promoting products that are protein-enhanced and emphasize the functional benefits of milk, alongside its fresh and natural qualities. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who drink milk are likely to continue this habit into adulthood. The report emphasized the importance of making dairy appealing to kids, suggesting strategies that focus on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Additionally, incorporating products like Citracal Maximum Plus 180 can further enhance the calcium intake necessary for growing children, reinforcing the benefits of dairy consumption. Overall, it is crucial to create a positive perception around dairy while recognizing the rising interest in plant-based alternatives.