Dairy and Dairy Alternative Beverage Trends in the U.S., 4th Edition

Oct 25, 2017
206 Pages - Pub ID: LA15417200
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Dairy and Dairy Alternative Beverage Trends in the U.S., 4th Edition

Visit our 'Dairy & Dairy Alternatives' curated page for complete industry coverage.

Per capita consumption of fluid milk beverages decreased by close to 22% from 2000 to 2016. Through the same period, consumption of non-dairy plant-based milk alternatives has increased by triple digits. The decrease in dairy milk consumption can be interpreted as each consumer going from 10 glasses of milk each week to eight glasses per week, not much on an individual level but enormous when viewed in terms of the whole population on an annual basis. Even so, milk is still being consumed in over 90% of the households in the U.S. No doubt many other products would like to be able to make that claim.

Dairy Alternatives Gaining Popularity

The milk industry has reacted by challenging the very notion that the plant-based beverages can even be called milks. The National Milk Producers Federation (NMPF) has taken the lead on encouraging the U.S. Food and Drug Administration’s (FDA) to enforce its own food standard for milk which would exclude plant-based products from being referred to as milk. Federal courts have ruled against the efforts to stop plant-based dairy alternatives from being called milk since any reasonable consumer understands that there is no dairy element in plant-based milks and is, indeed, purchasing them for that reason. The Plant Based Foods Association (PBFA), a trade association founded in 2016 and representing 75 of the nation’s leading plant-based food companies, attributes the lack of action on the part of the FDA as an implicit endorsement of the position that labels such as soymilk do not generate confusion among consumers.

Dairy and Dairy Alternative Beverage Trends in the U.S., 4th Edition examines the reasons behind the decline in dairy milk consumption and the reasons for the rise in plant-based milks, such as health concerns, with a growing number of consumers coming to believe that plant-based foods are healthier than animal-based foods. Further, the report considers the growing consumer base that is motivated by animal welfare concerns, leading them to choose plant-based beverages, as well as other plant-based foods over animal-based products.

It also reviews the efforts being made by dairy companies and the dairy industry associations to stem the downward spiral through the introduction of products enhanced with protein and other nutrient and the use of more flavors. The report also looks at the other dairy beverage categories, such as drinkable yogurts, kefir, and dairy milk-based coffees which are gaining ground even as stand-alone milk consumption goes down.

Scope & Methodology

Dairy and Dairy Alternative Beverage Trends in the U.S., 4th Edition uses consumer data gathered through Packaged Facts’ Online Consumer Survey of some 2,000 adult consumers conducted in September 2017 and also the 2017 12 Month NHCS Adult Household Study conducted by Simmons Research LLC, with data from the Spring 2010, 2015, 2016, and 2017 studies.

Market estimates within this report were based on both public and syndicated data sources including U.S. Census Bureau retail food sales data from the Economic Census surveys, annual retail channel sales, non-employer statistics, household income data, etc.; U.S. Bureau of Economic analysis annual estimates for consumer spending by food type; major food and beverage retailer annual reports and press releases for individual retailer sales; publicly available data from other industry sources including trade associations such as the International Dairy Foods Association and the Plant Based Foods Association (PBFA), and print and online publications such as DairyReporter.com; company websites, Facebook and Twitter pages for advertising and marketing images and messaging. Packaged Facts has analyzed available sales and trend data, together with information pertaining to those products that move through unmonitored outlets, to estimate the total size of the market for dairy and dairy alternative beverages.

CHAPTER 1: EXECUTIVE SUMMARY
OVERVIEW
Scope of Report
Products Covered
Report Methodology
DAIRY MILK – PLANT-BASED MILK COMPETITION
Table 1-1 Per Capita Consumption of Fluid Milk Beverages in the U.S. (Pounds per Person), 2000-2016
Table 1-2 Projected Overall Sales of Dairy and Alternative Dairy Beverages, 2016-2021 (millions of dollars, percent)
DAIRY MILK TRENDS
PLANT-BASED MILK TRENDS
LEADING MARKETERS
FOODSERVICE TRENDS
Table 1-3 Menu Penetration by Dairy Milk Vs. Plant Milks, 2017
THE CONSUMER
Table 1-4 Percent of U.S. Population Consuming Milk, 2010-2017
INSIGHTS AND OPPORTUNITIES
Insight/Opportunity 1
Insight/Opportunity 2
Insight/Opportunity 3
Insight/Opportunity 4
Insight/Opportunity 5
Insight/Opportunity 6
Insight/Opportunity 7
Insight/Opportunity 8
Insight/Opportunity 9
CHAPTER 2: DAIRY VS. PLANT-BASED MILKS
KEY POINTS
TRENDS IN DAIRY MILK BEVERAGES AND NON-DAIRY MILK ALTERNATIVE BEVERAGES
Steady Decline for Milk
Table 2-1 Per Capita Consumption of Fluid Milk Beverages in the U.S. (Pounds per Person), 2000-2016
Plant Milks Up
A Flexitarian Approach
THE FIGHT OVER “MILK”
Congress Engages in Conflict
FDA Holds Back
NMPF launches “Dairy Imitators: Exposed” Campaign
Plant Based Food Association Fights Back
Conflict Within Dairy Industry
MARKET SIZE
Table 2-2 Sales of Dairy vs. Dairy Alternative Beverages 2012-2016 (millions of dollars, percent)
Market Forecast
Table 2-3 Projected Overall Sales of Dairy and Alternative Dairy Beverages, 2016-2021 (millions of dollars, percent)
POSITIONING MILK AND PLANT-BASED ALTERNATIVES
Dairy Milk: Tradition, Health, and More
Illustration 2-1 California Milk Processor Board’s Love Stories/Got Milk Campaign
Illustration 2-2 DairyPure and Kraft ‘PureLove’ Campaign
Illustration 2-3 Dean Foods’ TruMoo Chocolate Milk ‘Built With Chocolate Milk’ campaign featuring Soccer Star Kelley O’Hara
Illustration 2-4 Organic Valley’s Call Us Crazy Campaign
Illustration 2-5 Scenes from fairlife TV Ad
Plant-Based Dairy Alternative Beverages
Illustration 2-6 Silk Almond Milk Video Ad “Change a Little”
Illustration 2-7 Silk Almond Milk “Tasty New Taste” Ad
Illustration 2-8 Silk Almond Milk “Tastier Than Milk” Ad
Illustration 2-9 Almond Breeze Blue Diamond Almond Connection
Illustration 2-10 Ripple Foods: “Dairy Free As It Should Be” Ad
Illustration 2-11 Ripple Foods Online Video Game “What Do You Think Milk Should Be?”
DAIRY VS. PLANT-BASED CONFLICT RESOLUTION
Danone and WhiteWave Tie the Knot
Dean Foods Goes With Good Karma
DanoneWave Explores Potential For Hybrids
Illustration 2-12 Sir Bananas Lowfat Milk with Real Bananas
Campbell Soup Aims to Add Pacific Foods
Illustration 2-13 Bolthouse Farms Pea Milks
Elmhurst Makes Complete Switch from Dairy to Plant-Based
Illustration 2-14 Elmurst Nut and Rice Based Milk Dairy Alternatives
Illustration 2-15 Elmhurst Naturals Horchata
Illustration 2-16 Perfect Day Animal-Free Milk
CHAPTER 3: DAIRY BEVERAGES
KEY POINTS
COW MILK IS DOMINANT
RECENT CATEGORY DEVELOPMENTS
Mergers, Acquisitions, Partnerships
Pricing Challenge
Organic Milk’s Rapid Growth
Figure 3-1 Increase in Sales of Top Organic Commodities, 2015-2016
Goat Milk Has Appeal
Most Positioning is Well-Established
Traditional Nutritional Claims Still Valid
Enhanced Milks In the Mix
Push for Raw Milk
Coffees, Shakes, and Smoothies Offer Opportunities
Selected New and/or Different Milk Products
Illustration 3-1 a2 Chocolate Milk
Illustration 3-2 Dean Foods TruMoo Calcium Plus
Illustration 3-3 fairlife SuperKids Reduced Fat Milk
Illustration 3-4 fairlife Core Power High Protein Milk Shakes
Illustration 3-5 fairlife Yup! Ultra-Filtered Milk
Illustration 3-6 HP Hood MilkWise Milk Beverage
Illustration 3-7 Nesquik Protein Plus Milk
Illustration 3-8 Organic Valley Grassmilk Varieties
Illustration 3-9 Organic Valley Organic Good to Go Milk
Illustration 3-10 Prairie Farms Chef’s Splendor Flavored Milk
Illustration 3-11 Prairie Farms Single Serve Flavored Milk
Illustration 3-12 The Farmer’s Cow Seasonal Offering: Honey Vanilla Milk
Illustration 3-13 Rutter’s Fat Free Organic Milk
Illustration 3-14 Straus Family Creamery Organic Chocolate Milk
Yogurt Drinks on the Rise
Selected Yogurt Drinks
Illustration 3-15 B’More Organic Skyr Yogurt Smoothie
Illustration 3-16 Dannon Oikos Nonfat Yogurt Drinks
Illustration 3-17 Dreaming Cow Lush Grassfed Yogurt Drink
Illustration 3-18 Blue Isle Mediterranean Yogurt Drinks
Illustration 3-19 LALA Cravebles Yogurt Smoothie
Illustration 3-20 LALA Healthies Curb and 100 Calorie Yogurt Smoothies
Illustration 3-21 Siggi’s Drinkable Yogurt
Half & Half/Creamers Stress Variety
Selected Half & Half and Creamer Products
Illustration 3-22 Bailey’s Hazelnut Caramel Blondie Coffee Creamer
Illustration 3-23 International Delight One Touch Latte
Illustration 3-24 International Delight Simply Pure Coffee Creamer
Illustration 3-25 International Delight Cinnabon Coffee Creamer
Illustration 3-26 Nestlé Coffee-Mate Creamer Seasonal Flavors
Illustration 3-27 Organic Valley Sweet Cream Half & Half
Illustration 3-28 Organic Valley Organic Flavored Half & Half
Kefirs Find New Following
Selected Kefir Products
Illustration 3-29 Lifeway New Kefir Flavors
Illustration 3-30 Lifeway Protein Kefir
Illustration 3-31 Lifeway Kefir Starter Kit
Illustration 3-32 Maple Hills Creamery Kefir
Illustration 3-33 Trader Joe’s Whole Milk Mango Kefir
Milk-Based Ice Coffees
Selected Milk-Based Ice Coffees
Illustration 3-34 Campbell’s Bolthouse Farms Milk-Based Coffee Beverages
Illustration 3-35 Krispy Kreme Iced Coffee
Illustration 3-36 Skinny Cow Creamy Iced Coffee Drink
Illustration 3-37 Nestlé Coffee-Mate Natural Bliss Coffee Drinks
Illustration 3-38 Picnik Butter Coffees
Illustration 3-39 Starbucks Iced Espresso Classics
Illustration 3-40 Peet’s Café Au Lait Cold Brew Coffee
Illustration 3-41 McDonald’s McCafe Coffee Beverages
Shakes, Smoothies, Energy Drinks, and Other Dairy Beverages
Selected Other Dairy Beverages
Illustration 3-42 Argo Tea Teappuccino
Illustration 3-43 Iconic Beverage Protein Drink
Illustration 3-44 Organic Valley Organic Fuel Protein Shake
Illustration 3-45 Organic Valley Organic Balance Protein Shake
Illustration 3-46 Organic Valley Organic Farm Fresh Heavy Whipping Cream
Illustration 3-47 Campbell’s Bolthouse Farms Protein Shake
Illustration 3-48 Bailey’s Almande Almond Milk Enhanced Liqueur
Illustration 3-49 Live Real Farms Energy Drink
Illustration 3-50 Rumble Supershake
Illustration 3-51 Stonyfield Organic Drinkable Smoothie
CHAPTER 4: DAIRY ALTERNATIVE BEVERAGES
KEY POINTS
COMPETITIVE ENVIRONMENT
Impact of Danone and WhiteWave Deal
More Plant-Based Alternatives Being Offered
Illustration 4-1 Veggemo Veggie-Based Milk
Brand Competition
Illustration 4-2 Ripple Pea Milk Nutrition Compared to Almond Milk
Blends, Coffees and Teas with Plant-Based Milks
Illustration 4-3 WhiteWave Silk Nutchello
Technologies Cited in Marketing
SELECTED PLANT-BASED DAIRY ALTERNATIVE MILK BEVERAGES
Almond Milk
Illustration 4-4 Blue Diamond Almond Breeze Non-Dairy Beverages
Illustration 4-5 Califia Cold Brew Coffee with Almond Milk
Illustration 4-6 Califia Barista Blend Almond Milk
Illustration 4-7 Califia Concentrated Cold Brew and Almond Milk Creamer Combination Pack
Illustration 4-8 Califia Enhanced Milks
Illustration 4-9 Nestlé Coffee-Mate Natural Bliss Almond Milk Creamers
Illustration 4-10 Nestlé Coffee-Mate Natural Bliss Coconut Milk Creamer
Illustration 4-11 Gevalia Iced Coffee with Almond Milk
Illustration 4-12 Hain Celestial DREAM Ultimate Almond and Boosted Beverages
Illustration 4-13 So Delicious Almond Milk Caramel Creamer
Illustration 4-14 MALK Pure Almond Malk
Illustration 4-15 Starbucks Horchata Frappuccino with Almond Milk
Banana Milk
Illustration 4-16 Mooala Banana Milk
Barley Milk
Illustration 4-17 Canvas Barley Milk
Cashew Milk
Illustration 4-18 Dream and Silk Cashew Milks
Illustration 4-19 Pacific Foods Cashew Milk
Illustration 4-20 Forager Cashew Milks
Illustration 4-21 Forager Cashewgurt
Illustration 4-22 Forager Probiotic Cashew Smoothies
Coconut Milk
Illustration 4-23 Califia Cali Coco Whole Coconut Smoothie
Illustration 4-24 Native Forest Organic Coconut Milk
Illustration 4-25 Rebbl Coconut Milk Elixir
Illustration 4-26 Rebel Kitchen Dairy Free Mylks
Flax Milk
Illustration 4-27 Good Karma Flax Milk, Nog, and Drinkable Yogurt
Hazelnut Milk
Illustration 4-28 Pacific Foods Hazelnut Non Dairy Beverage
Hemp Milk
Illustration 4-29 Hudson River Foods Tempt Hemp Milk
Macadamia Milk
Illustration 4-30 Selected Macadamia Nut Milks
Oat Milk
Illustration 4-31 Pacific Foods Oat Non-Dairy Beverage and Oatly Oat Milk
Pea Milk
Illustration 4-32 Ripple Foods Pea Milk
Illustration 4-33 Ripple Foods Pea-Based Half & Half
Peanut Milk
Illustration 4-34 Elmurst Peanut Based Milked Dairy Alternatives
Pecan Milk
Illustration 4-35 Selected Pecan Milk Brands
Pistachio Milk
Illustration 4-36 Various Brands of Pistachio Nut Milk
Quinoa Milk
Illustration 4-37 Quinoa Milk Beverages
Rice Milk
Illustration 4-38 Rice Dream Rice Drinks
Soy Milk
Illustration 4-39 Silk Protein Unsweetened Organic Soymilk
Illustration 4-40 WestSoy Soy Slender and Chocolate Peppermint Stick Soymilks
Tiger Nut/Chufa Milk
Illustration 4-41 Amandin Horchata de Chufa Tiger Nut Drink
Blends and Other Non-Dairy Plant-Based Milk Beverages
Illustration 4-42 Forager Dairy-Free Nutmilk Shake
Illustration 4-43 Califia Better Half Creamers
Illustration 4-44 Muscle Milk and Evolve Non Dairy Protein Shakes
Illustration 4-45 Koia Plant Powered Beverages
Illustration 4-46 Jus Probiotic Cold Brew Ready-to-Drink Coffee
Illustration 4-47 Yofiit Dairy-Free Chickpea & Flaxseed Beverage
Illustration 4-48 GoodBelly StraightShot Probiotic Oatmilk
Illustration 4-49 Bright Greens Smoothie Shakers
CHAPTER 5: FOODSERVICE
KEY POINTS
FOODSERVICE TRENDS
Dairy Milk Is Off Many Menus
Almond and Coconut Milks on the Rise
Dairy Milk Still Far Ahead
Table 5-1 Menu Penetration by Dairy Milk Vs. Plant Milks, 2017
Figure 5-1 Penetration by Restaurant Type Dairy Milk Vs. Plant Milks, 2017
Figure 5-2 Penetration by Unit Counts, Dairy Milk Vs. Plant Milks, 2017
CHAPTER 6: THE CONSUMER
KEY POINTS
DAIRY MILK CONSUMER TRENDS
A Note on Simmons Data
Milk Consumption Trends Downward
Table 6-1 Percent of U.S. Population Consuming Milk, 2010-2017
Table 6-2 Percent of U.S. Population Consuming Milk by Age Range, 2010-2017
Table 6-3 Percent of U.S. Population Consuming Milk by Education, 2010-2017
Table 6-4 Percent of U.S. Population Consuming Milk by Income, 2010-2017
Table 6-5 Percent of U.S. Population Consuming Milk by Employment Status, 2010-2017
Table 6-6 Percent of U.S. Population Consuming Milk by Census Region, 2010-2017
Milk Preferences by Type
Table 6-7 Percent of U.S. Population Consuming Milk by Type, 2010-2017
Figure 6-1 Frequency of dairy milk consumption by milk consumers
Figure 6-2 Types of dairy milk consumed most often
Figure 6-3 Types of dairy milk consumed sometimes
Table 6-8 Demographic Indicators for Use of Milk, by Type, 2017 (index of U.S. households)
Table 6-9 Demographic Indicators for Use of Milk Types by Age, 2017 (index of U.S. households)
Table 6-10 Demographic Indicators for Use of Milk Types by Presence of Children, 2017 (index of U.S. households)
Table 6-11 Demographic Indicators for Use of Milk Types by Education, 2017 (index of U.S. households)
Table 6-12 Demographic Indicators for Use of Milk Types by Household Income, 2017 (index of U.S. households)
Table 6-13 Demographic Indicators for Use of Milk Types by Employment Status, 2017 (index of U.S. households)
Table 6-14 Demographic Indicators for Use of Milk Types by Census Region, 2017 (index of U.S. households)
Dairy Creamer Grow on Flavor Preferences
Table 6-15 Percent of U.S. Population Segments Consuming Dairy Creamer, 2010-2017
Table 6-16 Demographic Indicators for Use of Dairy Creamer, by Type, 2017 (index of U.S. households)
Table 6-17 Demographic Indicators for Use of Dairy Creamer Types by Age, 2017 (index of U.S. households)
Table 6-18 Demographic Indicators for Use of Dairy Creamer Types by Presence of Children, 2017 (index of U.S. households)
Table 6-19 Demographic Indicators for Use of Dairy Creamer Types by Education, 2017 (index of U.S. households)
Table 6-20 Demographic Indicators for Use of Dairy Creamer Types by Household Income, 2017 (index of U.S. households)
Table 6-21 Demographic Indicators for Use of Dairy Creamer Types by Employment Status, 2017 (index of U.S. households)
Table 6-22 Demographic Indicators for Use of Dairy Creamer Types by Census Region, 2017 (index of U.S. households)
Drinkable Yogurts Hold Steady
Table 6-23 Percent of U.S. Population Segments Consuming Drinkable Yogurt, 2010-2017
Table 6-24 Demographic Indicators for Use of Dairy Creamer, by Type, 2017 (index of U.S. households)
Table 6-25 Demographic Indicators for Use of Drinkable Yogurt by Age and Type, 2017 (index of U.S. households)
Table 6-26 Demographic Indicators for Use of Drinkable Yogurt by Children in Household and Type, 2017 (index of U.S. households)
Table 6-27 Demographic Indicators for Use of Drinkable Yogurt by Education andType, 2017 (index of U.S. households)
Table 6-28 Demographic Indicators for Use of Drinkable Yogurt by Income and Type, 2017 (index of U.S. households)
Table 6-29 Demographic Indicators for Use of Drinkable Yogurt by Employment Status and Type, 2017 (index of U.S. households)
Table 6-30 Demographic Indicators for Use of Drinkable Yogurt by Geographic Region and Type, 2017 (index of U.S. households)
Dairy Beverage Brand Preferences
Table 6-4 Refrigerated dairy beverage brands purchased
Figure 6-5 Where consumers purchase dairy milk most often
Figure 6-6 Where consumers sometimes purchase dairy milk
Taste and Intolerances Reasons for Rejecting Milk
Figure 6-7 Reason for not drinking dairy milk
PLANT MILK CONSUMER TRENDS
Plant Milks Well Behind Dairy Milk
Figure 6-8 Percent of consumers drinking dairy milk and non-dairy milk alternatives (such as soy milk, almond milk, coconut milk, rice milk, etc.)
Table 6-31 Percent of U.S. Population Consuming Plant-Based Milk by Type, 2010-2017
Table 6-32 Percent of U.S. Population Segments Consuming Plant-Based Milk, 2010-2017
Table 6-33 Percent of U.S. Population Consuming Plant-Based Milk by Age Range, 2010-2017
Table 6-34 Percent of U.S. Population Consuming Plant-Based Milk by Education, 2010-2017
Table 6-35 Percent of U.S. Population Consuming Plant-Based Milk by Income, 2010-2017
Table 6-36 Percent of U.S. Population Consuming Plant-Based Milk by Employment Status, 2010-2017
Table 6-37 Percent of U.S. Population Consuming Plant-Based Milk by Census Region, 2010-2017
Plant-Based Milk Preferences by Type
Figure 6-9 Types of non-dairy milk consumed most often
Figure 6-10 Types of non-dairy milk consumed sometimes
Figure 6-11 Frequency of non-dairy milk consumption by non-dairy milk consumers
Taste Top Reason for Drinking Non-Dairy Milk
Figure 6-12 Reasons for non-dairy milk consumption
Almond Milk Consumption Increases
Table 6-38 Percent of U.S. Population Segments Consuming Almond Milk, 2010-2017
Table 6-39 Percent of U.S. Population Consuming Almond Milk by Age Range, 2010-2017
Table 6-40 Percent of U.S. Population Consuming Almond Milk by Education, 2010-2017
Table 6-41 Percent of U.S. Population Consuming Almond Milk by Income, 2010-2017
Table 6-42 Percent of U.S. Population Consuming Almond Milk by Employment Status, 2010-2017
Table 6-43 Percent of U.S. Population Consuming Almond Milk by Census Region, 2010-2017
Asian American Households Triple National Average in Soy Milk Consumption
Table 6-44 Demographic Indicators for Use of Plant-Based Milk, by Type, 2017 (index of U.S.
households)
Table 6-45 Demographic Indicators for Use of Plant-Based Milk, by Age and Type, 2017 (index of U.S.households)
Table 6-46 Demographic Indicators for Use of Plant-Based Milk, by Children in Household and Type,2017 (index of U.S. households)
Table 6-47 Demographic Indicators for Use of Plant-Based Milk, by Education and Type, 2017 (index of U.S. households)
Table 6-48 Demographic Indicators for Use of Plant-Based Milk, by Income and Type, 2017 (index of U.S. households)
Table 6-49 Demographic Indicators for Use of Plant-Based Milk, by Employment Status and Type, 2017 (index of U.S. households)
Table 6-50 Demographic Indicators for Use of Plant-Based Milk, by Census Region and Type, 2017 (index of U.S. households)
Almond Breeze and Silk Dominate Usage
Figure 6-13 Refrigerated non-dairy milk brands used
Figure 6-14 Non-refrigerated non-dairy milk brands used
Figure 6-15 Where consumers purchase non-dairy milk most often
Figure 6-16 Where consumers sometimes purchase non-dairy milk

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