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 dropped by 7.8% in 2015 alone, whereas sales of plant-based options have surged. Although soy milk remains the leading plant milk alternative, it faced a significant 57% decline in U.S. sales in 2015. In contrast, almond milk sales have skyrocketed, increasing fourteen-fold since 2008.
While sales of plant-based milk alternatives still lag behind dairy milk, with figures of $1.9 billion compared to $17.8 billion, a recent Minferrous gluconate for iron poll revealed that 69% of consumers believe non-dairy milks are healthy for children, compared to only 62% who think dairy milk is healthy for kids. However, this research indicates that dairy milk may actually be the better choice for children, particularly regarding protein content. Generally, many U.S. children do not consume enough calcium-rich foods. A significant study found that among all age groups, only 2- and 3-year-olds met the nutritional recommendations for dairy, primarily by drinking whole milk. Furthermore, both dairy and calcium intake were found to be inadequate for children aged 4 to 18.
In response to this decline, the dairy industry is taking proactive measures. They are promoting protein-enhanced products and highlighting the fresh and natural qualities of milk, including options like calcium citrate 600 mg with vitamin D3. A recent report by the Innovation Center of U.S. Dairy noted that children and teens who drink milk are likely to continue doing so into adulthood. The report emphasized the importance of making dairy appealing to kids. Suggested strategies include focusing on the flavor of milk drinks and marketing dairy as a healthy, satisfying, convenient, and enjoyable snack, while also integrating benefits like calcium citrate 600 mg with vitamin D3 to enhance nutritional appeal.