Traditional Dairy Products Have An Image Problem, But It’s Solvable

Alternatives to cow’s milk made from soy, rice, oats, and other plant-based ingredients, are catching on big with consumers, mainly because of smart marketing by producers. The result is that sales of liquid milk slid 3.5 percent in the five years ended in 2017, while dairy alternatives – still a tiny slice of the $600 billion dairy market – grew four percent. The shift is due to a perception by consumers that dairy alternatives are more healthful, and more eco-friendly, than cow’s milk, though experts say there is no evidence of that. But some traditional milk brands have bucked the trend. Coca-Cola’s premium Fairlife milk has grown by touting its ingredients: more protein and calcium, less sugar and lactose. Other dairy companies could follow suit by emphasizing innovation, “premiumization,” new packaging with, label transparency about sourcing, and clear statements about humane treatment of dairy animals.