As the popularity of plant-based nutrition grows, it seems non-dairy milk is increasingly finding its place in Americans’ refrigerators. New research from Mintel reveals that non-dairy milk sales have seen steady growth over the past five years, growing an impressive 61 percent since 2012, and are estimated to reach $2.11 billion in 2017.
When it comes to purchasing, dairy and non-dairy consumer take different approaches. While nearly all non-dairy milk consumers also purchase dairy milk (90 percent), they tend to consider more factors when purchasing. Non-dairy milk purchasers are more likely to seek out milks that deliver on flavor (48 percent vs 40 percent of dairy consumers), vitamins and minerals (43 percent vs 36 percent of dairy consumers) and that are high in protein (42 percent vs 31 percent of dairy consumers). Non-dairy milk buyers are also more likely to look for ingredients that are natural (46 percent vs 36 percent of dairy consumers) and/or organic (33 percent vs 23 percent of dairy consumers).
It seems that US consumers have cultured a love of yogurt drinks as the latest research from Mintel reveals that sales of yogurt drinks have grown a healthy 62 percent in the five years 2011-2016.
A relative newcomer to the yogurt sector, yogurt drinks are a standout in the yogurts market. Indeed, between 2011 and 2016 dollar sales of this refrigerator favorite are estimated to have grown 62 percent to reach $893 million.
Despite strong gains for yogurt drinks, the dominant spoonable yogurt segment continues to account for the majority of sector sales. Valued at $8.2 billion in 2016, spoonable yogurt represents an impressive 90 percent of all yogurt and yogurt drink sales and is expected to continue steady growth moving forward to reach $10 billion by 2021.
Driven by negative health perceptions, reduced retail prices and exports and a growing number of non-dairy alternatives, the US dairy milk market has declined in recent years, as new research from Mintel reveals that sales of dairy milk decreased 7 percent in 2015 ($17.8 billion) and are projected to drop another 11 percent through 2020. Seen as a better-for-you (BFY) alternative to dairy milk, non-dairy milk offerings continue to see strong growth, with gains of 9 percent in 2015 to reach $1.9 billion.
The continued popularity of non-dairy milk is troubling for the dairy milk category with Mintel research revealing that half (49 percent) of Americans consume non-dairy milk.