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Ever tried oat milk? US consumer habits and attitudes toward dairy are changing.

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The dynamic US dairy consumer

In the news

•

Preferring plant milk. Shoppers can choose from a growing selection of nondairy milks created from almonds, oats, and other nuts and plants. These appeal to lactose-intolerant consumers and to those who believe that nondairy products are more sustainable. The global market for plant-based milk is expected to hit about $20 billion in 2023, and sales of plant-based milk products are growing in the US. But nondairy milks often have fewer nutrients than cow’s milk, so pediatricians typically advise families to avoid them, for the most part. [Bloomberg]

•

Steep costs. Latte lovers have long been accustomed to paying a surcharge for plant-based milks, but a growing number of coffee shops have eliminated it. At one US coffee retailer, ending the surcharge for plant-based beverages in 2022 led to a 45% rise in their sales. Oat milk in particular is quickly becoming popular with US consumers, but it’s often more expensive than dairy. Nondairy milks are costlier to produce, since nuts and plants must be highly processed to turn them into drinks, said a food systems expert. [Bon Appétit]

Approximately 45% of the people who consume plant-based milk products plan to increase their consumption of them in the next three years.

On McKinsey.com

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Devoted to dairy. Dairy plays a significant role in US diets. McKinsey surveyed 1,217 consumers of dairy and dairy alternatives to better understand US dairy consumption and learn how habits and attitudes are changing. About 70% of respondents say they consume dairy products instead of plant-based alternatives, although nearly 25% report consuming both plant-based and dairy products, reveal McKinsey partner Christina Adams and coauthors.

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Mixed loyalty. More consumers are trying almond milk, oat milk, and other plant-based milks. From 2019 to 2020, the US market for them increased by 15%. After consumers try alternatives to dairy, their loyalty to it appears mixed, McKinsey analysis finds. Nearly half of surveyed consumers who eat and drink plant-based milk products either stop consuming dairy altogether or consume less of it, while 45% plan to keep consuming their usual amount of dairy. Five key findings show how dairy consumption is changing in the US.

Understand US dairy consumers

— Edited by Belinda Yu, editor, Atlanta

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by "McKinsey On Point" <publishing@email.mckinsey.com> - 12:15 - 31 Mar 2023

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