A recent report from Mintel reveals that sales of non-dairy milk in the United States have surged by 61% over the past five years, with projections estimating the market to reach $2.11 billion in 2017. In contrast, sales of cow’s milk have declined by 15% since 2012, settling at an estimated $16.12 billion last year. Although traditional milk still holds a significant market share, it is clear that plant-based alternatives are increasingly gaining ground. As consumer interest in non-dairy milks rises, alongside a growing prevalence of milk allergies and lactose intolerance, nutritional comparisons among these functional beverages are becoming more common.
Last year, pea-based milk brand Ripple launched a retro-style game aimed at persuading consumers that its product is nutritionally superior to all other nut and plant-based alternatives, as well as traditional dairy milk. Interestingly, Ripple chose not to compare its product to soy milk, likely due to the fact that soy milk’s health benefits closely resemble those of pea milk. Both soy milk and pea milk provide eight grams of protein and 45% of the daily calcium requirement. Soy’s advantages include its low fat content, high protein level, and absence of cholesterol. However, it does have some drawbacks, such as being low in calcium unless fortified, and it can potentially trigger allergies. Additionally, it’s worth noting that 93% of soybeans grown in the U.S. are genetically modified, which raises concerns for some consumers.
Despite these issues, the familiarity and perceived health benefits of soy continue to drive sales for brands like Hain Celestial, known for WestSoy, Soy Dream, and Rice Dream, as well as WhiteWave Foods, which produces Silk and So Delicious. These companies have experienced considerable growth, partly due to innovative product development and effective marketing of their plant-based offerings.
As more diverse non-dairy beverage options emerge on the market, including those made from peanuts, bananas, macadamia nuts, hemp, and oats, it will be intriguing to observe which products capture consumer attention. Soy milk producers would be wise to emphasize their products’ nutritional benefits, possibly incorporating comparisons with competitors on their packaging. If they fail to do so, soy could find itself in a position similar to that of cow’s milk—still popular but increasingly challenged by trendy new alternatives. Furthermore, as consumers seek to enhance their calcium intake, the inclusion of information about calcium citrate supplements 1200 mg could also serve as an effective marketing strategy. By promoting soy milk’s nutritional advantages and its role in a balanced diet, brands could position themselves favorably in a rapidly evolving marketplace.