2025
9
US Milk and Non-Dairy Milk Market Report 2025
2025-09-29T18:03:28+00:00
REP6FB64E3E_32F5_4FF1_A67B_74ADA45E4B95
4995
187183
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Report
en_GB
The US milk market is balanced in 2025, with dairy and non-dairy consumption at parity and consumers regularly utilizing both in their routines. The past year has seen both segments…
US
Dairy and Dairy Substitute Drinks
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US Milk and Non-Dairy Milk Market Report 2025

"The steady demand for milk remains driven by nutrition-focused consumers. Dairy's natural appeal and non-dairy's variety are strengths for brands to build on."

Jack Doggett - Food & Drink Analyst

Jack Doggett - Food & Drink Analyst

US Milk Industry – Trends and Insights

  • In 2025, the US milk market is balanced, with consumers regularly incorporating both dairy and non-dairy milk into their routines.
  • Non-dairy milk has faced criticism for being overprocessed and containing oils, while dairy milk is re-emerging as a natural option. These trends have driven brands in both segments to reformulate with simpler, more natural ingredients to meet consumer expectations.
  • Sales in both dairy and non-dairy milk are projected to stabilize, with modest growth expected for dairy milk and leveling off for non-dairy milk. However, tariffs and climate impacts may disrupt production, potentially leading to price increases, though demand for nutritionally sound milk products is expected to remain steady.
  • Younger consumers and parents are the most engaged with non-dairy milk, while older consumers remain loyal to dairy milk. Despite these differences, both groups prioritize protein as the top benefit they seek in milk products.
  • Non-dairy milk can grow through innovations in flavor, appealing to adventurous younger consumers, while dairy milk can maintain its audience by emphasizing its existing nutritional benefits. Both segments must balance simplicity with delivering maximum nutrition to meet evolving consumer demands.

Key Issues Covered in the Report

  • Factors that drive the milk market
  • Market size and forecast of dairy and non-dairy milk
  • Consumption frequency of dairy and non-dairy milk types
  • Top occasions for consumption of popular dairy and non-dairy milks
  • Benefits worth paying for in dairy and non-dairy milks
  • Frequency of switchers of primary milk type, with an analysis of reasons to switch
  • Milk attitudes and behaviors
  • Innovation and marketing strategies of milk brands
Report DetailsDetails
Published DateSeptember 2025
Data Range2019 – 2030
Measurement MetricsRevenue in US $
Country FocusUnited States of America (USA)
Consumer Data2,000 internet users aged 18+, May 2023, July 2024, and July 2025
Number of Pages95
Market SegmentationDairy Milk, Non-Dairy Milk, Almond Milk, Soy Milk, Oat Milk, Coconut Milk, Other Non-Dairy Drinks
Leading Companies in the US Milk IndustryFairlife, Horizon Organic, HP Hood LLC, Danone North America, Blue Diamond Growers, Oatly, Califia Farms LLC, Chobani LLC, Private Label, Ripple Foods, McCormick & Company, Goya Foods Inc, North American Coffee Partnership, RP Foods LLC, Malk, Vita Coco

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Dairy market size and forecast
    • Non-dairy market size and forecast
    • Market predictions
    • What consumers want and why
    • Opportunities
  2. MARKET DYNAMICS

    • Market context
    • Market drivers
    • Climate will change the dairy industry
    • Non-dairy milk also faces a climate conundrum
    • How much will tariffs affect the milk industry?
    • Starbucks and others move to make non-dairy milk more accessible
    • Seed oils and overprocessed milk
    • Making milk healthy again
    • Dairy prices stabilize after a meteoric rise
    • Graph 1: dairy and related products, 2010-25
    • Market size and forecast
    • Dairy milk’s recent relevance will push it forward
    • Retail sales and forecast of dairy milk
    • Graph 2: total retail sales and fan chart forecast of dairy milk, at current prices, 2019-30
    • Retail sales and forecast of dairy milk
    • Non-dairy milk projected to stabilize
    • Retail sales and forecast of non-dairy milk
    • Graph 3: total retail sales and fan chart forecast of dairy milk, at current prices, 2019-30
    • Retail sales and forecast of non-dairy milk
    • Market segmentation of non-dairy milk
    • Non-dairy milk mellows
    • Graph 4: total retail sales of non-dairy milk, by segment, at current prices, 2019-30
    • Retail sales and forecast of non-dairy milk, by segment
    • Market share/brand share
    • Dairy milk sees a surge in protein and family-first offerings
    • Graph 5: market share of dairy milk, by leading companies and brands, 2025
    • Market share remains relatively stagnant, but Fairlife makes a move
    • Non-dairy sees a slight redistribution
    • Graph 6: market share of non-dairy milk, by leading companies and brands, 2024
    • Private label sales falter as consumers connect with non-dairy brands
    • Parity continues to grow in almond milk
    • Graph 7: market share of almond milk, by leading companies and brands, 2025
    • Other brands surge; established brands stumble
    • Flavor flourishes in coconut milk
    • Graph 8: market share of coconut milk, by leading companies and brands, 2025
    • Coconut milk’s diversity of options stays true
    • Soy milk remains stable
    • Graph 9: market share of soy milk, by leading companies and brands, 2025
    • Silk owns the majority of the market
    • Oat milk leans on simplicity and familiarity
    • Graph 10: market share of oat milk, by leading companies and brands, 2025
    • Others lose ground in the oat milk market
    • Other non-dairy options pop up, but don’t see massive growth
    • Graph 11: market share of other non-dairy drinks, by leading companies and brands, 2025
    • A mixed bag of other non-dairy brands
  3. CONSUMER INSIGHTS

    • Purchase of dairy and non-dairy milk
    • Non-dairy milk is now at par with dairy milk
    • Graph 12: past three month purchase of dairy and non-dairy milk, 2023-25
    • Non-dairy speaks to Gen Z and Millennials
    • Graph 13: past three month purchase of dairy and non-dairy milk, by generation, 2023-25
    • An open category
    • Traditional options decline while oat, coconut and soy build momentum
    • Graph 14: past three month purchase of dairy and non-dairy milk, by type, 2023-25
    • Price perceptions paint a story
    • Graph 15: past three month purchase of dairy milk, by financial situation, 2025
    • Regional differences drive dairy consistency and non-dairy growth
    • Graph 16: past three month purchase of dairy and non-dairy milk, by region, 2023-25
    • A dairy decline for younger generations
    • Graph 17: past three month purchase of dairy milk, by generation, 2025
    • Non-dairy consumption shifts
    • Graph 18: past three month purchase of dairy and non-dairy milk, by type, 2025
    • Younger consumers reach for variety
    • Graph 19: different types of dairy/non-dairy milk bought, by generation, 2025
    • Types of dairy milk purchased
    • The gaps left by traditional options are being filled by BFY products…
    • Graph 20: types of dairy milk purchased, 2023-25
    • …but price is still a major factor in choice for those that struggle
    • Graph 21: types of dairy milk purchased, by financial situation, 2025
    • Help men realize the benefits of whole milk
    • Types of non-dairy milk purchased
    • Flavor first for non-dairy fans
    • Graph 22: types of non-dairy milk products purchased, 2025
    • Age accounts for a variety in choice
    • Graph 23: types of non-dairy milk products purchased, by age, 2025
    • Women opt for non-dairy for the simplicity; men want benefits
    • Graph 24: types of non-dairy milk products purchased, by gender, 2025
    • Occasions
    • Dairy milk struggles with multi-occasion usage
    • Some plant-based milks are clearly defined while others struggle for identity
    • Occasions differ between dairy and non-dairy choices
    • Graph 25: dairy and non-dairy milk occasions, 2025
    • Soy milk: an increasingly popular option that lacks definition
    • Graph 26: soy milk occasions, 2025
    • Dairy milk complements food and cooking while non-dairy mixes well with healthier drinks
    • Graph 27: dairy and non-dairy milk occasions, 2025
    • Non-dairy drinks break through blends to stand on their own
    • Graph 28: dairy and non-dairy milks drank by themselves, 2025
    • Desired dairy milk benefits
    • Protein poised to power dairy milk drinkers
    • Protein is the clear winner in dairy milk
    • Graph 29: dairy milk benefits consumers are willing to pay more for, % of consumers, 2025
    • Protein and organic claims form a strong duo
    • Gen Z and Millennials find dairy benefits most appealing
    • Graph 30: dairy milk benefits consumers are willing to pay more for, by generation, 2025
    • Parents prioritize premiums
    • Graph 31: dairy milk benefits consumers are willing to pay more for, by parental status, 2025
    • Desired non-dairy milk benefits
    • Consumers define non-dairy drinks by the benefits they expect them to provide
    • Consumers are hungrier for non-dairy benefits
    • Graph 32: non-dairy milk benefits consumers are willing to pay more for, % of consumers, 2025
    • Stacking popular benefits speaks to the non-dairy crowd
    • Stacking benefits speaks to the non-dairy crowd
    • Uncharacteristically, Gen Z go cold on non-dairy benefits
    • Graph 33: non-dairy milk benefits consumers are willing to pay more for, by generation, 2025
    • Dairy and non-dairy switchers
    • A continuing shift in milk preference
    • Graph 34: select dairy and non-dairy milk behaviors, % of consumers, 2025
    • Who is switching?
    • Graph 35: select dairy and non-dairy milk behaviors, by gender, 2025
    • Graph 36: select dairy and non-dairy milk behaviors, by generation, 2025
    • Taste, nutrients and naturality drive change toward dairy
    • Graph 37: reasons for switching to dairy milk as primary type, 2025
    • Non-dairy fans switch for what’s in the drink
    • Graph 38: reasons for switching to non-dairy milk as primary type, 2025
    • Gen Z struggle to define a strong reason to switch to non-dairy
    • Graph 39: reasons for switching to non-dairy milk as primary type, by select generations, 2025
    • Attitudes and behaviors
    • Milk’s nutritional importance is front and center for consumers, elevating composition and processes
    • Graph 40: select attitude statements, 2025
    • Ensure milk’s nutrition meets the standards of the daily consumer
    • Graph 41: select attitude statements, 2025
    • Non-dairy drinkers are more outspoken than dairy fans
    • Graph 42: attitude and behavior statements, by exclusive milk usage, 2025
    • Younger consumers should be the target of new innovations
    • Graph 43: select attitude statements, % agree, by generation, 2025
  4. INNOVATION AND MARKETING STRATEGIES

    • Launch activity and innovation
    • Fairlife’s ultra-filtered success inspires more filtration
    • Almond milk’s additions
    • Coconut milk’s new challengers
    • Soy’s strengths
    • Oat milk originals
    • Other non-dairy newcomers
    • Pistachio milks sprout up
    • Eclipse hopes to keep imitation milks afloat
    • New flavor additions to dairy milk can help extend occasions
    • Plant-based milks go fruity
    • Oil-free non-dairy milks are born from controversy
    • Marketing and advertising
    • Horizon Growing Years goes all-in on nutrients for kids
    • Lactaid as fun, real milk
    • Silk breaks into song
  5. APPENDIX

    • Market definition
    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Forecast methodology
    • Forecast fan chart methodology
    • The dairy market
    • Total retail sales and forecast of dairy milk, at inflation-adjusted prices
    • Average annual household spending on dairy milk
    • Total retail sales of dairy milk, by channel
    • Total retail sales of dairy milk, by channel, at current prices, 2023 and 2025
    • Supermarket sales of dairy milk
    • Sales of dairy milk through other retail channels
    • The non-dairy market
    • Total retail sales and forecast of non-dairy milk, at inflation-adjusted prices
    • Total retail sales and forecast of almond milk, at inflation-adjusted prices
    • Total retail sales and forecast of coconut milk, at inflation-adjusted prices
    • Total retail sales and forecast of soy milk, at inflation-adjusted prices
    • Total retail sales and forecast of oat milk, at inflation-adjusted prices
    • Total retail sales and forecast of other non-dairy drinks, at inflation-adjusted prices
    • Average annual household spending on non-dairy milk
    • Total retail sales of non-dairy milk, by segment, at current prices, 2023 and 2025
    • Total retail sales of non-dairy milk, by channel
    • Total retail sales of non-dairy milk, by channel, at current prices, 2023 and 2025
    • Supermarket sales of non-dairy milk
    • Sales of non-dairy milk through other retail channels

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