The U.S. dairy milk market has been experiencing a downturn in recent years, while plant-based milk alternatives are gaining popularity. According to Mintel statistics, dairy milk sales plummeted by 7.8% in 2015 alone, leading to a surge in alternative options. Soy milk remains the leading plant-based milk alternative; however, it faced a significant 57% decline in U.S. sales that same year. In contrast, almond milk has witnessed an impressive 14-fold increase in sales since 2008.
Despite plant-based milk alternatives currently accounting for only $1.9 billion compared to the $17.8 billion from dairy milk, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to just 62% who view dairy milk as healthy for kids. Nonetheless, recent research indicates that dairy milk may actually be the better choice for children, particularly regarding protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study found that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily through whole milk consumption. Furthermore, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to these trends, the dairy industry is implementing strategies to counteract the decline. They are promoting protein-enriched and functional products, alongside highlighting the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy pointed out 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. Suggested strategies include focusing on the taste of milk drinks and promoting dairy as a nutritious, satisfying, convenient, and enjoyable snack.
Moreover, incorporating products like Bariatric Advantage calcium supplements could help address the calcium deficiencies many children face. By emphasizing the role of dairy and calcium-rich options in children’s diets, the industry hopes to encourage healthier eating habits and increase the appeal of dairy products among younger consumers.