Milk Holds Strong Against Plant-Based Beverages in the Market

Aug 01, 2023

The National Milk Producers Federation (NMPF) reports that milk is not only winning in terms of nutrition, price, overall sales, and consumption volume in the beverage market, but it's also gaining market share over plant-based beverages.

Milk's dominant position, its consumption has decreased this year, as it has in previous years due to various beverage options flooding the market. Even though plant-based alternatives are falling in popularity even faster, milk's lead is extending.

According to research firm Circana Group, fluid milk retail sales volume until July 9, 2023, was 1.62 billion gallons, down 3.4% from the previous year. Comparatively, plant-based alternatives sold 182 million gallons year-to-date, down 6.6% from one year ago.

Almond drink remains the leader in the plant-based category but is down 9.4% this year. Oat beverages are up slightly by 1.8%, while soy-based beverages have decreased by 7.4%.

Although plant-based beverage sales are up 5.8% year-to-date based on sales values, the increase is primarily due to their higher prices compared to milk's 2.2% cost increase.

The statistics indicate that plant-based beverage consumption is declining, despite claims to the contrary. Milk continues to maintain its strong position in the market.

Video: Genomic Technologies and Public Trust - Dr. Ellen Goddard

In this episode of The Swine it Podcast Show Canada, Dr. Ellen Goddard, Professor Emerita at the University of Alberta, discusses public acceptance of genomic technologies in pork production. She explains why disease resistance is viewed positively, how labeling affects trust, why farmers remain highly credible messengers, and how communication can shape consumer confidence around gene editing. Listen now on all major platforms!

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Meet the guest: Dr. Ellen Goddard / ellen-goddard-11541138 is Professor Emerita at the University of Alberta and an agricultural economist. Her work focuses on consumer behavior, trust, livestock sectors, and public attitudes toward food technologies. She also specializes in economic modeling for pork, beef, and dairy systems. Learn more from Dr. Ellen Goddard on the Swine in Canada Podcast Show, available on all major platforms.