First, trends in the amounts of each type of product bought by households over the years 2013 to 2017 are examined. (IRI) data, we investigate the relationship between American households’ purchases of cow’s milk and plant-based milk analogues. In this study, using Information Resources, Inc. Indeed, it raises additional questions about how cow’s milk could have lost market share during a decade in which the product’s cost at retail stores decreased (see Section 4). However, this finding alone does not help to explain observed sales trends. Soy-based analogues are found to be a substitute for both types of cow’s milk. In one study, Dharmasena and Capps ( Reference Dharmasena and Capps2014) model the demand for soy-based analogues, white cow’s milk, and flavored cow’s milk. He found 126 different products including 87 fluid cow’s milk products and 39 “milk alternatives” (Covington, Reference Covington2017).Īre plant-based analogues replacing cow’s milk in the American diet? So far, no research speaks directly to whether rising sales of plant-based analogues are reducing sales of cow’s milk, although some studies using retail sales data investigate whether the two types of beverages are price complements or substitutes (e.g., Copeland and Dharmasena, Reference Copeland and Dharmasena2016 Dharmasena and Capps, Reference Dharmasena and Capps2014). dairy industry, examined his local supermarket’s fluid milk case.

A contributor to Progressive Dairyman, a trade publication serving the U.S. Producers of both cow’s milk and plant-based analogues Footnote 2 offer consumers a diverse set of choices.

(DMI) Footnote 1, retail sales of these products reached 8.7% of the combined milk and non-dairy milk alternative beverage market on a volume (gallons) basis in 2019 (Dairy Management Inc., 2019b). Grocery store shelves and refrigerated cases have for many years carried numerous non-dairy products with package labels that include the word “milk,” such as almond milk, soy milk, rice milk, oat milk, coconut milk, cashew milk, and pea milk.

Dropbox pricing is deceptive