The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel data, dairy milk sales fell by 7.8% in 2015 alone, whereas sales of plant-based alternatives have surged. Soy milk remains the leading plant milk alternative, but it faced a significant 57% decline in U.S. sales that same year. In contrast, almond milk sales have skyrocketed, increasing fourteenfold since 2008.
Despite the fact that sales of plant-based milk alternatives are still relatively low compared to dairy milk—$1.9 billion versus $17.8 billion—a Mintel survey indicated that 69% of consumers believe non-dairy milks are healthy for children, compared to just 62% who think the same about dairy milk. However, recent research suggests that dairy milk may actually be the better choice for kids, particularly regarding protein content. Generally, many children in the U.S. do not consume enough calcium-rich foods. A significant study revealed that only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily by drinking whole milk. Moreover, both dairy and calcium intake were found to be insufficient among children aged 4 to 18.
In response to this decline, the dairy industry is taking steps to revitalize its market presence. 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 likely to continue doing so into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting strategies that focus on the taste of milk drinks and position dairy as a healthy, satisfying, convenient, and enjoyable snack.
Additionally, the incorporation of calcium citrate from brands like Webber Naturals in dairy products could further enhance their appeal by providing a beneficial source of calcium, which is crucial for growing children. By promoting the health benefits of dairy, especially its protein and calcium content, the industry aims to win over both parents and children, ensuring that dairy remains a staple in the diets of the younger generation.