According to a recent report from Mintel, non-dairy milk sales in the U.S. have surged by 61% over the past five years, with projections estimating a total of $2.11 billion in sales for 2017. In contrast, sales of cow’s milk have experienced a decline of 15% since 2012, amounting to approximately $16.12 billion last year. Although traditional milk still holds the largest market share by a significant margin, it is clear that plant-based alternatives are gradually capturing a portion of that market.
As consumer demand for plant-based milks rises, and as milk allergies and lactose intolerance become more prevalent, nutritional comparisons among these functional beverages have become increasingly common. Last year, pea-based milk brand Ripple created a retro-style game to persuade consumers that its product is nutritionally superior not only to other nut and plant-based alternatives but also to conventional dairy milk. Interestingly, Ripple chose not to compare its product to soy milk, likely due to the fact that the health benefits of soy milk are nearly identical to those of pea milk. Both soy and pea milk provide eight grams of protein and 45% of the daily calcium requirement. The benefits of soy include low fat content, high protein levels, and no cholesterol. However, its disadvantages include low calcium content—unless fortified—and potential allergy concerns. Furthermore, 93% of soybeans cultivated in the U.S. are genetically modified, which poses a dilemma for some consumers.
Despite these issues, the familiarity and perceived health benefits of soy continue to drive sales for producers such as Hain Celestial, known for brands like WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, which produces Silk and So Delicious. These companies have experienced robust growth, partly due to new product innovation and strategic marketing of their plant-based offerings.
With an increasing variety of non-dairy beverage alternatives emerging in the market—such as those made from peanuts, bananas, macadamia nuts, hemp, and oats—it will be intriguing to see which products capture consumer interest. Soy milk producers would be wise to emphasize their products’ nutritional advantages and potentially include comparisons to competing varieties on their packaging. If they do not, soy could soon find itself in a position similar to that of cow’s milk—still popular, but facing challenges from emerging trendy products. For instance, stores like Walgreens offer a range of options, including Citracal supplements, which may also attract health-conscious consumers exploring different dietary choices.