Traditionally, the dairy business in the USA has been one of many strongest on the planet. With 91% of American shoppers usually consuming some type of milk. There have been appreciable innovation and consumption alterations prior to now few years – most notably as a result of creation of plant-based milk choices. With extra choices obtainable and generational divides showing extra prevalent than ever, Mintel is exploring the present tendencies within the US milk business and the way we anticipate it to develop sooner or later.

In Mintel’s 2024 World Meals & Drink Tendencies report, we reported that the ageing US inhabitants could look to groceries as a supply of wholesome vitamins and well being advantages that may assist assist them as they age. The dairy milk business may have nice potential on this space, however manufacturers might want to work arduous to spice up the status of milk as providing well being advantages Contemplating that 2 in 5 folks aged 55+ take into account non-dairy milk to be extra nutritious, and solely round 1 in 5 take into account dairy milk to be extra nutritious. Nonetheless, two-thirds of older shoppers say that they drink dairy milk as it’s what they’re used to.  Dairy manufacturers have the chance to capitalize on excessive Gen X loyalty and reaffirm it by boosting how their merchandise market the well being advantages of dairy milk.

With vegan diets and plant-based consuming turning into ever extra in style inside the final decade, it ought to come as no shock that plant-based milk are critical disruptors within the US milk business. To view this modification on a micro stage, Mintel has reported that between 2022 and 2023 consumption of dairy milk has decreased by 4%, whereas consumption of non-dairy milk has elevated by 5%. These two shifts mixed have put dairy and non-dairy milk consumption inside round 10% of one another; a fee that might hardly have been predicted just some years in the past.

Nonetheless, the rise of plant-based milk doesn’t essentially imply the autumn of dairy milk. Though consumption charges have dropped, the vast majority of US shoppers mentioned that they buy a combination of dairy and non-dairy milk merchandise. Certainly, lower than 1 in 5 shoppers mentioned that non-dairy milk is their major milk sort, whereas greater than half of shoppers buy non-dairy milk. So, this shift within the milk business could also be in the direction of a extra assorted procuring basket moderately than a like-for-like change.

Plant milk has grown in recognition in recent times, however some choices are extra favorable  amongst US shoppers than others. Almond milk is by far essentially the most regularly consumed, with 2 in 5 shoppers buying it in 2023. Oat, coconut, and soya milk are all comparatively equal, with 15-20% of shoppers buying these plant-based milk merchandise in 2023.

Why are shoppers shifting in the direction of plant-based milk with such energy? Whereas a 3rd of shoppers say that lactose intolerance inside their family is the motivating issue for buying non-dairy milk, the most important cause is as a result of it’s higher tasting than dairy milk. Nonetheless, apparently, that is additionally essentially the most generally cited cause for dairy shoppers – so maybe it comes down largely to non-public style and choice!

On a extra aware stage, plant-based milk shoppers have said their choice for non-dairy milk as it’s perceived to be extra nutritious, extra pure, greater in protein, higher for animals, and higher for the setting. We will see that there’s a important moral think about plant-based milk consumption, together with dietary preferences.

When it comes to new product launches, inside the plant-based milk area, it’s ‘barista fashion’ milk with a concentrate on flavors which are most outstanding. Extra shoppers famous that they add their non-dairy milk to espresso than dairy milk, so with espresso being a serious utilization of plant-based milk, it’s clear why barista-style milk is a well-liked alternative from manufacturers.

Within the Mintel 2023 Way forward for Child Meals & Milk report, our analysts reported that immunity-boosting and plant-based choices for child milk have gotten outstanding. European mother and father are focusing totally on child milk and meals that may assist their kids’s immunity – actually, new launches of child milk and meals with immunity claims have grown from 9% to fifteen% between 2018 and 2023. Equally, an rising quantity of child milk and meals with natural claims have been launched in recent times.

In the meantime, within the US, plant-based child milk is essentially the most important rising area. New launches of plant-based child milk have tripled since 2018. The age group which mostly reported buying solely non-dairy milk was 35-44. With the common age of American first-time mother and father rising in recent times, it might be that extra mother and father of infants and toddlers don’t drink animal milk, and want for his or her kids to do the identical. 

Mintel’s analysis suggests very strongly that plant-based milk consumption has elevated over the previous few years, and can proceed to develop. With extra choices obtainable than ever earlier than, an rising variety of shoppers are incorporating non-dairy milk into their food plan. Although shoppers will not be typically slicing dairy milk out of their diets solely, we anticipate to see extra shoppers choosing a blended food plan of dairy and non-dairy milk.

When it comes to the place the dairy milk business can develop, Gen X is a smart space for development and loyalty. Though low numbers of Gen X shoppers understand dairy milk to be higher for his or her well being, they are usually extra loyal to dairy milk and their loyalty may be cemented by different advertising and marketing that focuses on milk’s well being advantages.

For the newborn milk business, plant-based stays a key space of development. Within the US, rising numbers of fogeys are selecting plant-based milk for his or her kids, and this can be a key space for brand new product launches and innovation.

For extra pattern evaluation, discover our in depth Milk and Dairy Market Analysis immediately.

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