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

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

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.


  • Executive Summary
    • Overview
      • Scope of Report
      • Products Covered
      • Report Methodology
    • Dairy Milk – Plant-Based Milk Competition
      • Table Per Capita Consumption of Fluid Milk Beverages in the U.S. (Pounds per Person), 2000-2016
      • Table 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 Menu Penetration by Dairy Milk Vs. Plant Milks, 2017
    • The Consumer
      • Table 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
  • Dairy vs. Plant-Based Milks
    • Key Points
    • Trends in Dairy Milk Beverages and Non-Dairy Milk Alternative Beverages
      • Steady Decline for Milk
        • Table 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 Sales of Dairy vs. Dairy Alternative Beverages 2012-2016 (millions of dollars, percent)
      • Market Forecast
        • Table 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
      • Plant-Based Dairy Alternative Beverages
    • Dairy Vs. Plant-Based Conflict Resolution
      • Danone and WhiteWave Tie the Knot
      • Dean Foods Goes With Good Karma
      • DanoneWave Explores Potential For Hybrids
      • Campbell Soup Aims to Add Pacific Foods
      • Elmhurst Makes Complete Switch from Dairy to Plant-Based
  • Dairy Beverages
    • Key Points
    • Cow Milk is Dominant
    • Recent Category Developments
      • Mergers, Acquisitions, Partnerships
      • Pricing Challenge
      • Organic Milk's Rapid Growth
      • 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
      • Yogurt Drinks on the Rise
      • Selected Yogurt Drinks
      • Half & Half/Creamers Stress Variety
      • Selected Half & Half and Creamer Products
      • Kefirs Find New Following
      • Selected Kefir Products
      • Milk-Based Ice Coffees
      • Selected Milk-Based Ice Coffees
      • Shakes, Smoothies, Energy Drinks, and Other Dairy Beverages
      • Selected Other Dairy Beverages
  • Dairy Alternative Beverages
    • Key Points
    • Competitive Environment
      • Impact of Danone and WhiteWave Deal
      • More Plant-Based Alternatives Being Offered
      • Brand Competition
      • Blends, Coffees and Teas with Plant-Based Milks
      • Technologies Cited in Marketing
    • Selected Plant-Based Dairy Alternative Milk Beverages
      • Almond Milk
      • Banana Milk
      • Barley Milk
      • Cashew Milk
      • Coconut Milk
      • Flax Milk
      • Hazelnut Milk
      • Hemp Milk
      • Macadamia Milk
      • Oat Milk
      • Pea Milk
      • Peanut Milk
      • Pecan Milk
      • Pistachio Milk
      • Quinoa Milk
      • Rice Milk
      • Soy Milk
      • Tiger Nut/Chufa Milk
      • Blends and Other Non-Dairy Plant-Based Milk Beverages
  • Foodservice
    • Key Points
    • Foodservice Trends
      • Dairy Milk Is Off Many Menus
      • Almond and Coconut Milks on the Rise
      • Dairy Milk Still Far Ahead
        • Table Menu Penetration by Dairy Milk Vs. Plant Milks, 2017
  • The Consumer
    • Key Points
    • Dairy Milk Consumer Trends
      • A Note on Simmons Data
      • Milk Consumption Trends Downward
        • Table Percent of U.S. Population Consuming Milk, 2010-2017
        • Table Percent of U.S. Population Consuming Milk by Age Range, 2010-2017
        • Table Percent of U.S. Population Consuming Milk by Education, 2010-2017
        • Table Percent of U.S. Population Consuming Milk by Income, 2010-2017
        • Table Percent of U.S. Population Consuming Milk by Employment Status, 2010-2017
        • Table Percent of U.S. Population Consuming Milk by Census Region, 2010-2017
      • Milk Preferences by Type
        • Table Percent of U.S. Population Consuming Milk by Type, 2010-2017
        • Table Demographic Indicators for Use of Milk, by Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Milk Types by Age, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Milk Types by Presence of Children, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Milk Types by Education, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Milk Types by Household Income, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Milk Types by Employment Status, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Milk Types by Census Region, 2017 (index of U.S. households)
      • Dairy Creamer Grow on Flavor Preferences
        • Table Percent of U.S. Population Segments Consuming Dairy Creamer, 2010-2017
        • Table Demographic Indicators for Use of Dairy Creamer, by Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Dairy Creamer Types by Age, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Dairy Creamer Types by Presence of Children, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Dairy Creamer Types by Education, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Dairy Creamer Types by Household Income, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Dairy Creamer Types by Employment Status, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Dairy Creamer Types by Census Region, 2017 (index of U.S. households)
      • Drinkable Yogurts Hold Steady
        • Table Percent of U.S. Population Segments Consuming Drinkable Yogurt, 2010-2017
        • Table Demographic Indicators for Use of Dairy Creamer, by Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Drinkable Yogurt by Age and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Drinkable Yogurt by Children in Household and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Drinkable Yogurt by Education andType, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Drinkable Yogurt by Income and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Drinkable Yogurt by Employment Status and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Drinkable Yogurt by Geographic Region and Type, 2017 (index of U.S. households)
      • Dairy Beverage Brand Preferences
        • Table Refrigerated dairy beverage brands purchased
      • Taste and Intolerances Reasons for Rejecting Milk
    • Plant Milk Consumer Trends
      • Plant Milks Well Behind Dairy Milk
        • Table Percent of U.S. Population Consuming Plant-Based Milk by Type, 2010-2017
        • Table Percent of U.S. Population Segments Consuming Plant-Based Milk, 2010-2017
        • Table Percent of U.S. Population Consuming Plant-Based Milk by Age Range, 2010-2017
        • Table Percent of U.S. Population Consuming Plant-Based Milk by Education, 2010-2017
        • Table Percent of U.S. Population Consuming Plant-Based Milk by Income, 2010-2017
        • Table Percent of U.S. Population Consuming Plant-Based Milk by Employment Status, 2010-2017
        • Table Percent of U.S. Population Consuming Plant-Based Milk by Census Region, 2010-2017
      • Plant-Based Milk Preferences by Type
      • Taste Top Reason for Drinking Non-Dairy Milk
      • Almond Milk Consumption Increases
        • Table Percent of U.S. Population Segments Consuming Almond Milk, 2010-2017
        • Table Percent of U.S. Population Consuming Almond Milk by Age Range, 2010-2017
        • Table Percent of U.S. Population Consuming Almond Milk by Education, 2010-2017
        • Table Percent of U.S. Population Consuming Almond Milk by Income, 2010-2017
        • Table Percent of U.S. Population Consuming Almond Milk by Employment Status, 2010-2017
        • Table Percent of U.S. Population Consuming Almond Milk by Census Region, 2010-2017
      • Asian American Households Triple National Average in Soy Milk Consumption
        • Table Demographic Indicators for Use of Plant-Based Milk, by Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Plant-Based Milk, by Age and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Plant-Based Milk, by Children in Household and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Plant-Based Milk, by Education and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Plant-Based Milk, by Income and Type, 2017 (index of U.S. households)
        • Table Demographic Indicators for Use of Plant-Based Milk, by Employment Status and Type, 2017 (index of U.S. households)
        • Table 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

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