Families Choosing To Consume Less Cow's Milk

More families are saying no thank you to cow's milk.

Sales have decreased over the past four decades, in a trend dairy farmers describe as devastating. Now the milk industry is scrambling to turn the tide.

Many families say they believe plant-based milks like soy, almond and rice are healthier options. And they aren't alone. The average consumption of dairy milk dropped from 22 gallons a year per person in 1970 to less than 15 gallons in 2012, a 33% decline.

Thom Gallagher, the CEO of Dairy Management, Inc. says if things don't change, then milk will become an irrelevant product. Gallagher, whose company handles marketing for dairy farms, says it's time for a change.

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