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 dropped by 7.8% in 2015 alone, and sales of alternatives have surged. Although soy milk remains the most popular plant milk substitute, its sales in the U.S. plummeted by 57% in 2015. In contrast, almond milk sales have skyrocketed, increasing 14-fold since 2008.
Despite plant-based milk alternatives generating $1.9 billion in sales compared to dairy milk’s $17.8 billion, a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, in comparison to only 62% who consider dairy milk healthy for kids. However, recent research indicates that dairy milk may actually be the superior choice for children, particularly regarding protein content. Generally, few U.S. children consume enough calcium-rich foods. A significant study found that only 2- and 3-year-olds met the nutritional guidelines for dairy—primarily through whole milk consumption. Both dairy and calcium intake were deemed inadequate for children aged 4 to 18.
In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced products and 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 drink milk are more likely to continue this habit into adulthood. The report underscored the importance of making dairy appealing to kids. Suggested strategies include enhancing the taste of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.
To ensure children receive adequate nutrients, including essential ones like those found in ferrous calcium citrate & folic acid tablets, the dairy industry may need to integrate educational campaigns around these products. This could help parents understand the nutritional benefits of dairy products, along with the importance of calcium and folic acid for growing children. Overall, as the market shifts, it will be essential for the dairy sector to adapt and promote its products effectively, while also addressing the nutritional needs of children.