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The U.S. dairy milk market has experienced a downturn in recent years, while plant-based alternatives are gaining popularity. According to Mintel statistics, dairy milk sales plummeted by 7.8% in 2015 alone, with alternative milk options skyrocketing. Soy milk remains the leading plant-based milk alternative, although its U.S. sales dropped by 57% in 2015. In contrast, almond milk sales have surged 14-fold since 2008.
While the sales figures for plant-based milk alternatives are still significantly lower than those for dairy milk—$1.9 billion compared to $17.8 billion—a Mintel survey revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to just 62% who think dairy milk is beneficial for kids. However, recent research indicates that dairy milk may actually be the superior choice for children, particularly regarding protein content. Generally, very few children in the U.S. consume adequate amounts of calcium-rich foods. A significant study found that among all age groups, only 2- and 3-year-olds met nutritional recommendations for dairy, primarily through whole milk consumption. Moreover, both dairy and calcium intake were found to be insufficient for children aged 4 to 18.
In response to the declining trend, the dairy industry is actively taking steps to reverse the situation. They are promoting protein-enriched and other functional products, emphasizing the fresh and natural qualities of milk. A recent report from the Innovation Center of U.S. Dairy highlighted that children and teenagers who regularly consume milk are likely to continue doing so into adulthood. The report underscored the importance of making dairy appealing to kids, suggesting strategies such as highlighting the taste of milk beverages and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack.
As a new chapter unfolds in the dairy industry, the introduction of products like calcium citrate could play a crucial role in enhancing the nutritional profile of dairy offerings. By incorporating such innovations, the industry can better meet the nutritional needs of children and encourage healthier eating habits. The focus on calcium citrate and its benefits could further bolster the perception of dairy as a vital source of nutrition, especially in light of the ongoing competition from plant-based alternatives.