Markets & Management

A few weeks ago, I wrote about the per capita fluid milk consumption decline, but I also showed that total dairy consumption has been increasing for decades. Total dairy per capita consumption is currently at its highest amount since 1962. If fluid milk consumption is declining, where is it going? Plant-based milk alternative marketing campaigns would have us believe that plant-based milk alternatives are taking significant market share away from milk. Based on recent market research done by Information Resources Incorporated (IRI), this simply is not true. IRI data shows that milk sales are outpacing plant-based milk alternatives 11 to 1. This means that for each gallon of plant-based milk alternatives sold, 11 gallons of milk are sold. Read More