A recent report by Mintel reveals that sales of non-dairy milk in the U.S. have surged by 61% over the past five years, with projections estimating these sales to reach $2.11 billion in 2017. In contrast, cow’s milk sales have declined by 15% since 2012, totaling approximately $16.12 billion last year. Although traditional milk still holds the largest market share, it is clear that plant-based alternatives are increasingly encroaching upon its territory.
As consumer interest in plant-based milks rises — alongside a growing prevalence of milk allergies and lactose intolerance — nutritional comparisons among these functional beverages are becoming more common. Last year, the pea-based milk brand Ripple launched a retro-style game aimed at persuading consumers that its product offers superior nutrition compared to all other nut and plant-based options, as well as traditional dairy milk. Interestingly, Ripple chose not to compare its product with soy milk, likely due to the fact that the health benefits of soy milk are quite similar to those of pea milk. Both soy milk and pea milk contain eight grams of protein and provide 45% of the daily recommended calcium intake.
The benefits of soy include being low in fat, high in protein, and cholesterol-free. However, its disadvantages include lower calcium content — unless fortified — and the potential for allergic reactions. Additionally, with 93% of soybeans cultivated in the U.S. being genetically modified, this raises concerns for certain consumers. Nevertheless, the familiarity and perceived health benefits of soy continue to drive sales for companies like Hain Celestial, which produces WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, the maker of Silk and So Delicious. These brands have experienced significant growth, partly due to innovative product development and effective marketing of their plant-based offerings.
As new non-dairy beverage sources such as peanuts, bananas, macadamia nuts, hemp, and oats emerge in the marketplace, it will be intriguing to observe which products capture consumer attention. Soy milk producers should emphasize their products’ nutritional advantages and consider incorporating comparisons with competitors on their packaging, potentially utilizing the Citracal Petites label to highlight health benefits. If they fail to do so, soy milk may soon find itself in a position reminiscent of cow’s milk — still popular, yet facing challenges from newer, trendy alternatives.