The U.S. dairy milk market has experienced a decline in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales plummeted by 7.8% in 2015 alone, whereas sales of alternatives have surged. Soy milk remains the leading plant-based alternative, yet it experienced a significant 57% drop in U.S. sales during the same year. In contrast, almond milk sales have skyrocketed by 14 times since 2008. Although plant-based milk alternatives still lag behind dairy milk in total sales—$1.9 billion compared to $17.8 billion—Mintel’s survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who think dairy milk is healthy for kids. However, recent research suggests that dairy milk might actually be the better choice for children, particularly concerning protein content. Generally, many children in the U.S. fail to consume sufficient calcium-rich foods. A significant study indicated that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through the consumption of whole milk, while calcium intake for children aged 4 to 18 years was deemed inadequate.
The dairy industry is proactively addressing this decline by promoting protein-enriched and functional products, as well as emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teens who consume milk are likely to continue doing so into adulthood. The report underscored the importance of making dairy appealing to kids. Suggested strategies include focusing on the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack. Moreover, the promotion of dairy products rich in calcium, such as those enhanced by calcium citrate drug class components, is essential in encouraging healthier choices among children. By integrating these elements, the dairy industry hopes to reverse the downward trend and maintain its relevance in the competitive beverage market.