According to Circana data cited by the National Milk Producers Federation, whole milk sales rose 0.6% in 2023, accounting for 45.4% of total fluid volume. Lactose-free milk rose 6.7%. NMPF executive vice-president, communications & industry relations Alan Bjerga said 2024 was exciting for whole and lactose-free milk. Whole milk accounts for 45.4% of fluid volume sold, and lactose-free milk outperformed almond-based alternatives, which fell 9.8% in 2023.
The second straight year of declining sales, plant-based dairy alternatives fell 6.6% to 337.7 million gallons in 2023. This was the lowest plant-based alternative consumption since 2019. Whole and lactose-free milk’s success shows that consumers prefer milk that tastes and looks like milk and is accessible to everyone who wants its benefits. Quality and diversity are promising building blocks for a prosperous future, and consumer choices can improve federal policy.
In 2023, 2 in 5 US shoppers bought almond milk alternatives, according to Mintel. Oat, coconut, and soya milk are all similar, with 15-20% of consumers buying them in 2023. 2 in 5 55-year-olds think non-dairy milk is healthier than dairy, while 1 in 5 think dairy is.
Taste has been a bigger factor than lactose intolerance in switching from dairy to plant-based milk. Plant-based milk is considered more nutritious, natural, high in protein, better for animals, and better for the environment by plant-based milk consumers.
