Got milk? As children we were told that if we want to grow up big and strong, we should drink our milk. It’s full of protein for our muscles and calcium for our bones, and it’s just the right consistency to stick to our upper lips for the perfect milk mustache. But in the U.S., traditional milk is moo-ving over as almond milk is taking center stage.
In fact, almond milk is now America’s favorite milk substitute, boasting sales growth of 250% over the past five years. During that same period, however, the total milk market shrunk by more than $1 billion. And while almond milk still accounts for just a fraction of the total milk market (about 5%), it brings in more than twice the revenue of the other substitutes combined – holy cow!
So why is almond milk growth going nuts? While this beverage could have a dairy godmother watching out for it, the uptrend in sales is more likely the result of current health and wellness trends. According to Nielsen’s 2015 Global Health and Wellness survey, consumers rated back-to-basics food attributes like “all natural,” “no artificial colors or flavors” and “made from vegetables or fruits” the most important.
To read the rest of the story, please go to: Nielsen
