The DOWNFALL of Plant-Based Milks

Summary

The video explores the shifting landscape of the plant-based milk industry, noting a slowdown in growth and a resurgence in cow's milk popularity. It delves into the historical context, consumer trends, and the dairy industry's response to competition, including legislative battles over labeling and the introduction of new milk varieties. The script also touches on social signaling through milk choices and the potential future of the 'milk wars'.

Takeaways

• 🌱 The rise of alternative milks has slowed down, and cow's milk is gaining popularity again among North American consumers.
• 🥛 Both plant-based meats and milks started as niche healthy or dietary options and saw a surge in the mid to late 2010s due to environmental concerns.
• 📈 Currently, plant-based milks hold 10% of the overall milk market, with a wide variety of options made from different plant sources.
• 🌍 The relevance of alternative milks is partly due to a significant portion of the world's population being lactose intolerant.
• 📊 The choice of milk has become a social indicator, reflecting the consumer's identity and values, especially among the younger generation.
• 🌳 Environmentalists prefer oat milk due to concerns about the environmental impact of other plant-based milks, such as almond milk and cashew milk.
• 🧩 The dairy industry, referred to as 'Big Milk,' has significant political influence and has been fighting to maintain its market share.
• 🥛 Cow's milk has a higher environmental impact compared to plant-based alternatives, but this is not widely acknowledged by the government.
• 🏛 The dairy industry has been pushing the FDA to restrict the use of the term 'milk' for plant-based products, arguing they are not real milk.
• 📉 Sales of plant-based milk have declined, partly due to inflation and concerns about sugar content and unfamiliar ingredients.
• 🔄 The dairy industry has adapted by introducing new types of milk, such as organic, grass-fed, lactose-free, and A2 milk, to cater to changing consumer preferences.

Q & A

What was the historical perspective on milk before the rise of alternative milks?

Milk was historically seen as a single, undifferentiated product without the variety of options that exist today. It was a staple consumed by many without much consideration for alternatives.

What factors contributed to the initial rise of plant-based milks in the mainstream market?

The rise of plant-based milks was fueled by factors such as health consciousness, dietary needs, and the impending climate crisis, which increased consumer demand for sustainable and environmentally friendly alternatives.

How has the growth of plant-based milks compared to plant-based meats in recent years?

While plant-based meats have seen a significant and lasting drop in popularity, plant-based milks have not experienced the same decline but have also slowed in growth, with cow's milk regaining popularity.

What percentage of the overall milk market is now plant-based according to the script?

Today, 10% of the overall milk market is plant-based.

Why have some consumers started to question the choice of plant-based milks?

Some consumers have concerns about plant-based milks being high in sugar, containing unfamiliar ingredients, and having lower nutritional value compared to dairy milk, leading to a potential decline in their popularity.

What role has the dairy industry played in shaping consumer perceptions and habits regarding milk?

The dairy industry, often referred to as 'Big Milk,' has been influential through political lobbying, advertising campaigns like 'Got Milk,' and efforts to define what can be labeled as milk, impacting consumer perceptions and habits.

What is the 'Dairy Pride Act' and what was its intended purpose?

The 'Dairy Pride Act' is a legislative effort by the dairy industry and supportive lawmakers to restrict the use of the term 'milk' for plant-based products, aiming to protect the dairy industry's interests by differentiating dairy milk from its alternatives.

How has the FDA responded to the dairy industry's push to restrict labeling of plant-based products as milk?

The FDA has stated that non-standardized foods like plant-based milks can legally be marketed with names that are established through common usage, such as soy milk and almond milk, based on consumer understanding and preferences.

What factors have contributed to the recent decline in sales of plant-based milks?

The decline in sales of plant-based milks has been attributed to price hikes due to inflation, consumer perceptions of high sugar content, and concerns about unfamiliar ingredients and nutritional value.

How has the dairy industry adapted to changing consumer habits and preferences?

The dairy industry has introduced a variety of new milk products, such as organic grass-fed milk, milk with added vitamins and Omega-3s, lactose-free options, and A2 milk, to cater to diverse consumer preferences and health concerns.

What is the current market share of plant-based milks compared to dairy milk in terms of average weekly expenditures?

Plant-based milks make up less than 15% of average weekly milk expenditures in 2023, according to data from Purdue University.

Outlines

00:00

🥛 Evolution of Milk Consumption Trends

This paragraph discusses the historical context of milk as a simple beverage that has evolved into a diverse market with alternative milks gaining popularity in recent years. However, the growth of plant-based milks has slowed down, and cow's milk is regaining its popularity. The script introduces a comparison between plant-based meats and milks, noting their rise in the mid to late 2010s due to environmental concerns. It also highlights the social implications of choosing certain types of milk, with younger consumers leading the trend towards plant-based options, often influenced by environmental and ethical considerations.

05:01

🚀 The Power and Influence of the Dairy Industry

This paragraph delves into the influence of the dairy industry, known as 'Big Milk,' on consumer habits and government policies. It describes the iconic 'Got Milk' campaign and the dairy lobby's significant political power, including the billions of dollars in subsidies and millions spent on lobbying. Despite the environmental impact of cow's milk production, the industry has managed to avoid negative attention and even pushes for legislation to restrict the labeling of plant-based products as 'milk.' The paragraph also touches on the FDA's stance on the matter and the dairy industry's response through the 'Dairy Pride Act,' which aims to limit the use of dairy terms for non-dairy products.

10:02

📉 Shifting Tides in the Plant-Based Milk Market

The final paragraph examines the current state of the plant-based milk market, noting a decline in sales and a potential resurgence in the popularity of cow's milk. It discusses the impact of inflation on prices and consumer perceptions about the sugar content and unfamiliar ingredients in plant-based milks. The paragraph also mentions the dairy industry's strategic response to changing consumer habits, introducing new types of milk products to cater to various health and dietary preferences. It concludes by acknowledging the uncertainty of the future of the milk market and the ongoing competition between dairy and plant-based milks.

Keywords

💡Plant-based milk

Plant-based milk refers to milk alternatives derived from non-animal sources such as nuts, seeds, and grains. In the video, it is discussed as a growing trend that has become mainstream, especially among younger consumers, and is part of a broader shift towards plant-based diets. Examples include almond milk, oat milk, and soy milk, which are mentioned as part of the rise in alternative milks.

💡Lactose intolerant

Lactose intolerant individuals are those who cannot properly digest lactose, a sugar found in dairy milk. The video highlights that a significant portion of the world's population is lactose intolerant, making plant-based milk a viable dietary option for them. The script humorously notes an exception with the Dutch, suggesting a cultural or genetic disposition to digest lactose.

💡Social signaling

Social signaling in the context of the video refers to the use of consumer choices, such as the type of milk one drinks, to communicate one's identity or values to others. The script points out that choosing certain plant-based milks can indicate environmental consciousness or dietary preferences, which is a form of social signaling within the consumer world.

💡Dairy industry

The dairy industry, also referred to as 'Big Milk' in the script, encompasses the businesses and interests involved in producing milk from cows. The video discusses the industry's significant influence on politics and food culture, including its lobbying efforts and the impact of its marketing campaigns, such as the 'Got Milk?' ads.

💡Environmental impact

The environmental impact of dairy milk is contrasted with that of plant-based alternatives in the video. It is noted that cow's milk production results in higher greenhouse gas emissions, land use, and water consumption compared to plant-based milks. This aspect is significant as it ties into the broader theme of sustainability and consumer choices.

💡Sustainability

Sustainability in the video is discussed in relation to the food industry, particularly the production of milk. The script points out that plant-based milks are generally more sustainable than dairy milk due to their lower environmental impacts, which is a key factor for many consumers choosing these alternatives.

💡Food labeling

Food labeling is a significant topic in the video, especially concerning the debate over what can be legally termed as 'milk.' The dairy industry has been pushing for regulations that would restrict the use of the term 'milk' to only products derived from cows, which is a contentious issue as it relates to the marketing and perception of plant-based milks.

💡Inflation

Inflation is mentioned in the context of its impact on the price of plant-based milks. The video notes that rising prices due to inflation, along with other factors, have contributed to a decline in the sales of plant-based milk, as consumers may opt for more affordable options.

💡Consumer behavior

Consumer behavior is a central theme in the video, examining how changes in what and how people buy milk reflect broader societal and cultural shifts. The script discusses how consumer perceptions of plant-based milks, including concerns about sugar content and unfamiliar ingredients, have influenced purchasing decisions.

💡Dairy Pride Act

The Dairy Pride Act is a legislative effort mentioned in the video that was supported by the dairy industry and some lawmakers to restrict the use of dairy-related terms for plant-based products. This act is part of the dairy industry's strategy to differentiate and protect its products in the market.

💡Market share

Market share in the context of the video refers to the proportion of the milk market that is made up of plant-based alternatives versus traditional dairy milk. The script provides data indicating a decline in the market share of plant-based milks and a resurgence in the popularity of cow's milk, suggesting a potential shift in consumer preferences.

Highlights

Rise of alternative milks has slowed, with cow's milk gaining popularity again among North American consumers.

Plant-based milks have a history predating modern mainstream success, similar to plant-based meats.

Plant-based milks found explosive success in the mid to late 2010s, driven by the climate crisis.

Today, 10% of the overall milk market is plant-based, with a wide variety of options available.

Lactose intolerance is a significant factor in the relevance of alternative milks globally.

The choice of milk is becoming a social indicator of personal identity.

Youth have embraced plant-based milk alternatives, referred to as the 'not milk generation'.

Environmentalists prefer oat milk for its lower environmental impact compared to other plant-based milks.

Social signaling through consumer choices, including milk, is increasingly common.

The dairy industry has a significant influence on food politics in the US, with substantial lobbying power.

Cow's milk has higher environmental impacts compared to plant-based alternatives across various metrics.

The dairy industry has questioned the definition of 'milk' to maintain its market position against plant-based alternatives.

The FDA allows plant-based milks to be marketed with common names like soy milk and almond milk.

The dairy industry's efforts to restrict plant-based milk labeling have been partially successful in Europe.

Plant-based milk sales fell by 7.2% in 2023, partly due to inflation and consumer perceptions of high sugar and unfamiliar ingredients.

Some consumers are turning back to cow's milk due to concerns about plant-based milks' nutritional value.

Dairy industry adapts by introducing new milk products like organic grass-fed milk and lactose-free options to meet consumer demands.

The future of the milk market is uncertain, with plant-based milks still facing competition from traditional dairy products.

Transcripts

when I was growing up milk was just milk

and today we have seen a rise of

alternative milks to the point where

they have become a pretty normal option

for the average North American Consumer

but in the last couple of years the

exponential growth of this category has

slowed to a crawl and cow's milk is

gaining in popularity

again all right so this is our second

video taking a look at the plant-based

food industry and how it is changing

because our first video was about the

faux meat industry and how there

seemingly inevitable rise to Greatness

was cut short in a pretty dramatic

fashion but in the researching of that

video we learned that the plant-based

milk story is actually different in a

few key ways now in many ways the

stories of plant-based meats and milks

are similar both have a history long

before their modern mainstream success

with a variety of each that predate a

lot of these modern ventions both

started out as healthy alternatives or

dietary options on The Fringe of what

mainstream consumers bought and both

found an explosive success in the mid to

late 2010s with the impending climate

crisis fueling a lot of their consumer

demand yeah almond milk coconut milk and

many more have been around for centuries

but we've now seen them enter the

mainstream amongst namely young people

in the west as an everyday beverage

option now while the fake meat world has

seen a definite and Lasting drop in

their numbers from their highs

plant-based milks aren't dying out but

they're not growing in the way that they

were and that has us wondering what's

going on let's hit you with some numbers

today 10% of the overall milk Market is

now plant-based the aisles of grocery

stores all across North America now

feature milks from oats almonds cashews

macadamia nuts hemp seeds sesame seeds

peas flax seeds and more anything and

everything that can be milked has at

this point and that felt weird saying

that out loud but another reason why

these alternative milks have held on to

their relevance is because it turns out

a huge population of the world is

lactose intolerant except for me because

uh I'm Dutch and milk just Flows In My

Veins I guess but with the growing op of

milk that are available to us today what

kind of milk that you drink matters more

than ever it is not so much about

whether or not you're lactose intolerant

but a social indicator of the kind of

person that you are now this can be true

of most purchases that we make in our

modern consumer world but the milk

category has become a very interesting

example and of course it's being led by

those bloody kids nowadays the youth

have embraced plant-based milk

Alternatives with their whole hearts

even being cloaky referred to as the not

milk generation it's a dastardly shame

isn't it where did this accent come

from but the crazy part is even within

the plant-based milks there's a

hierarchy to which milk you drink true

environmentalists know that only oat

milk will do because almond milk is

worsening the drought in California

the cashew milk supply chain is riddled

with ethical issues and soy could

honestly be an entire other video and

sadly this is becoming more common

social signaling is an exhausting and

increasingly common thing in our

consumer world today we are social

creatures and so the way that we look

what we eat and how we interact with

each other is hugely important to how

our culture evolves but the fact that

we're doing it with milk is something

that I don't think anyone had on their

bingo sheet we talked about this Dynamic

and a bit more about the crazy

convoluted social dynamics of this trend

on our patreon page fake meat we have a

meat eater who's writing the script and

we have a vegan who's editing it and so

Lou and I are like stuck in between

these two extremes if you want to see

more content from us and support what we

do our patreon has exclusive content but

you'll also be getting access to these

videos before they go live and you'll be

able to help us do what we do for you

free on the internet now as a kid as I

mentioned I remember sitting down to a

big old glass of milk with just about

every single meal nobody questioned what

style or variety it was we all just

drank milk but it turns out that this

was not of course just a normal thing

that humans did on their own it was a

product of a very successful ad campaign

you may remember the got milk ads they

were everywhere every celebrity and

super star in the late '90s and early

2000s sported a milk mustache in some

magazine or TV ad to remind you that

drinking milk was normal and it was cool

this campaign is largely regarded as one

of the most iconic campaigns of all time

those got milk ads were the brainchild

of the dairy industry aka Big milk and

it is just a taste of the influence and

power that this entity has over what we

drink because the dairy Lobby is

powerful Dairy Farmers and their

lobbying Group which is what we are

going to be referring to when we say big

milk are political favorites they have

long raked in billions of dollars in

direct subsidies and big milk fights

hard to maintain those benefits spending

more than 7 million dollar a year on

lobbying these people have an incredible

amount of influence in the politics of

food in the US and it shows here's the

thing cow's milk has significantly

higher impacts than plant-based

Alternatives across all m metrics it

causes about three times more greenhouse

gas emissions it uses 10 times as much

land and it uses 2 to 20 times as much

fresh water but you won't hear any of

this from the government and it is why

the US Department of Agriculture has

avoided pointing out the climate virtues

of meat and dairy Alternatives and

instead refers to the dairy industry as

leading the way in sustainable

Innovation there's that Bloody accent

again is it British it's trying to be is

it so when plant-based milks entered the

arena it was truly the first time that

the dairy industry had had a real

opponent and what did they do in

response to this new player in their

game well they changed the rules by

asking a simple question what is milk

anyways the question seems Innocent but

it's secretly brilliant the dairy

industry along with some members of

Congress who may or may not be in the

pockets of the dairy industry have been

pushing the US Food Drug Administration

to prohibit labeling plant-based

products as milk big milk's argument is

basically plant-based milks are not milk

because they do not come from a cow or a

lactating animal of any kind now they

have some arguments that this is because

of the health claims of plant-based

milks or the confusion that may occur

when consumers are presented with these

new products but the true reason is to

establish themselves as milk and

plant-based options as other never mind

mind the fact that we've always called

it coconut milk no one has ever had a

problem with it up until this point it

is a very devious tactic that would

probably work but hasn't quite yet the

FDA came back and said non-standardized

foods like plant-based milks can legally

be marketed with names that are

established common usage such as soy

milk and almond milk the FDA held some

focused groups and found that Americans

aren't confusing plant-based milk

Alternatives with cow's milk in fact

many people are actually buying them

because they're not milk this Revelation

was a bit of a slap in the face to the

dairy industry who's basically been

arguing that it was the opposite up

until this point the FDA did note

however that consumers aren't so good at

comparing the nutritional contents of

milk Alternatives with actual milk in

retaliation to this comes the dairy

Pride

movement Yes you heard that right the

dairy industry groups rounded up members

of the US House and Senate to push a

build called the dairy Pride act they

hoped this would force the FDA to issue

new milk labeling guidances that would

ban any non-dairy beverage from being

labeled milk and dairy lawmakers have

pushed bills similar to this since

2017 and the thing is the argument

worked in Europe in 2017 pressure from

the dairy industry caused the European

court of justice to rule that the term

milk and other milk product names cannot

be used to describe or or Market

plant-based products and even though

they haven't won the title of the one

milk to rule them all their efforts seem

to be working plant-based milks might

have taken over grocery store aisles but

lately there have been whisperings about

the possible Return of the popularity of

cow's milk we found a bunch of Tik toks

about the oat milk backlash and that

joke about people trading in oat milks

for their former lover cow's milk wow

wow wow

look who's come crawling back and

according to a consumer behavior analyst

plant-based milk gallon sales actually

fell by 7.2% in 2023 this drop in sales

has been attributed in part to the price

hikes related to inflation but also

Rising consumer perceptions that

plant-based milks are high in sugar and

made with a long list of unfamiliar

ingredients some consumers are turning

their back on oat milk Brands like

Oatley and Planet oats over scrutiny

about their nutritional value low

protein contents unpopular additives and

relatively high glycemic index in March

of 20124 Danon discontinued silk next

milk and so delicious wondermilk these

products debuted in late 2021 and Were

Meant to replicate the traits of milk

The Taste nutritional components

molecular composition but implant form

see despite the long-term decline in the

popularity of cow's milk it's still

clearly dominates the market plant-based

milks make up less than 15% of average

weekly milk expenditures in 2023

according to data from Purdue University

just over a year ago plant-based milk's

market share dipped by almost a percent

between 2022 and 2023 while regular milk

gained over 2% this sort of suggests

that cow's milk might be gaining

popularity especially amongst younger

consumers now partly because of dairy

milk's lobbying power alternative milks

just can't compete with Dair on price

and that could ultimately be their

downfall even as inflation hits the

dairy prices on grocery store shelves

plant-based milks are still far more

expensive if you are struggling to make

your weekly grocery budget work why pick

up a dairy alternative unless you are

lactose intolerant and literally can't

drink anything else so the truth is we

don't really know which direction this

trend is going we might be on the cusp

of a massive oat milk downturn or a new

normal that is being negotiated as we

speak one tip to that second idea is how

the dairy industry has responded to the

change in consumer habits there is now

expensive organic grass-fed milk and

milk with added vitamins and Omega-3s

there's even milk with added protein and

milk for weight loss drinkable yogurts

for gut health and Immunity they have

now invented milk for people who can't

drink milk lactose-free options an A2

mil milk which is made with a protein

that is supposed to be more easily

digestible exists now this sudden

plethora of milk options on the market

is a reaction from the dairy industry to

capitalize on this moment where people

are looking for something other than

what they grew up chugging with every

meal at dinnertime and this is maybe why

plant-based milks haven't suffered in

the way that fake Meats have milks are a

daily routine item rather than one that

you buy here and there but also also

because these options have become more

normalized and treated equally in some

places alongside their Dairy

counterparts oat milks and almond milks

in particular are no longer an

additional charge in many coffee shops

and the price of these plant-based milks

are getting comparable or even cheaper

than these new premium Dairy milks that

are available now who will win the milk

Wars is yet to be decided but thank you

so much for watching today's video if

you liked what you saw remember to

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