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.