“Bridging the Gap: The Rise of Blended Dairy and Plant-Based Milk in the Beverage Market”
The term “milk” has become a controversial issue over the years, with dairy companies asserting that it exclusively refers to the protein-rich liquid derived from animals. However, producers of alternative dairy products hold a different view on the term’s definition. Consequently, the rift between animal and plant-based dairy has persisted, with few companies eager to bridge the gap. Despite ongoing debates regarding the term—which is currently under review by the Food and Drug Administration—consumers continue to regularly enjoy both types of beverages. A survey conducted by Dairy Management Inc. involving 2,010 adults revealed that approximately 44% of milk-drinking Americans purchased both dairy and plant-based milk in the past year. In response to this trend, Live Real Farms, owned by the dairy co-op Dairy Farmers of America, has chosen to provide consumers with a blend of both in one glass.
The blending trend has already made a significant impact in the meat sector. For instance, Perdue recently introduced chicken nuggets mixed with vegetables, Applegate launched mushroom and meat blended burgers, and Tyson rolled out a hybrid patty made from a combination of beef and pea protein isolate. Now, this co-op aims to replicate that success with milk.
Plant-based milk is currently a booming segment in the beverage market, with sales of plant-based dairy surpassing those of traditional milk. From 2012 to 2018, non-dairy milk sales in the U.S. surged by 61%, while dairy milk sales declined by 15% during the same period. A recent study from DuPont Nutrition & Health showed that just over half of Americans believe that consuming more plant-based foods contributes to their overall health. Additionally, a survey indicated that consumers are drawn to plant-based beverages for their taste, perceived health benefits, and sustainability.
To emphasize the health benefits, the new blended milks promote their lower sugar content, which is likely to attract shoppers’ attention. Moreover, these blends naturally boast higher protein levels, a key functional ingredient that has been in demand for several years. Alternative milks have often struggled to deliver on protein content; for example, Ripple pea milk has focused its marketing on its protein levels, while options like almond milk still fall short.
As consumer preferences evolve, dairy companies across the country are compelled to rethink their product offerings. Live Real Farms’ blended option could present a golden opportunity to revitalize the dairy industry. Should it gain popularity, other similar products featuring alternatives such as pecan, quinoa, hazelnut, and flax milks are likely to follow suit. Additionally, products like “celebrate calcium chews” could complement these beverages, further appealing to health-conscious consumers. By integrating the benefits of both dairy and plant-based options, the industry may find a way to unify these two distinct markets and cater to a wider audience.
