Stay ahead of the curve and future-proof your business with Mintel’s US Milk and Non-dairy Milk Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviors affecting your industry. Get a 360° view of the US Milk and Non-dairy Milk industries including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Key Issues Covered in this Report

  • Market drivers for milk and non-dairy milk, including the impact of inflation and shifts in consumer demands.
  • Priorities when purchasing dairy and non-dairy milk and desired attributes that impact willingness to purchase.
  • Attitudes towards milk and non-dairy milk, including packaging and nutritional health expectations in formulations.
  • Recent product launch activity, innovation and advertising campaigns.

US Milk and Non-dairy Milk – Current Market Landscape

Milk is a staple in US households, with over 90% of US consumers purchasing any type of dairy or non-dairy milk in the last three months. In recent years, dairy milk has been threatened by plant-based milk over concerns for health, sustainability and animal-welfare. Dairy milk remains relevant; however, consumers are increasingly purchasing both dairy and non-dairy milk for diverse reasons.

  • US dairy milk market size: After a fall in sales in 2021, dairy milk is back on the rise. Mintel forecasts that the market will reach $19.8 billion in 2023.
  • US non-dairy milk market size: The plant-based milk market is continuing to grow, and Mintel estimates the market will increase by 12% in 2023.

US Milk and Non-dairy Milk Industry – Consumer and Market Trends

Desire for value shifts spending habits

As inflation impacts grocery spending, there is an increasing consumer focus on value. Dairy milk is being chosen over non-dairy milk due to consumers’ for value reasons. Over a quarter of US milk consumers purchase dairy milk because they believe it’s a better value. Alongside its familiar taste and trusted health image, consumers are turning back to dairy. 

Best of both worlds for younger consumers

Younger consumers, aged 16-34 years old, display the highest purchase behavior of both dairy and non-dairy milks. This lack of loyalty for either category suggests their significant impact on category growth and decline.

Mintel’s full report features a deeper analysis of the US Milk Industry and its competitive landscape, as well as recommendations for future growth opportunities from our expert analyst.

More About this Report

The scope of this report includes both the dairy and non-dairy milk markets. Each market has its own market size and forecast. Dairy milk is defined as: refrigerated dairy milks (e.g. skim/low-fat milk, whole milk, flavored milk) and shelf-stable RTD milk (e.g. unrefrigerated dairy milk). Non-dairy milk is defined as: almond milk, coconut milk, soy milk, oat milk, other non-dairy milk (e.g. cashew milk) and shelf stable, RTD non-dairy milk. Dairy and non-dairy cream, creamers, condensed/evaporated milk and powdered milk are excluded from the market sizes and report discussion.

Expert Analysis from an Industry Specialist

This report, written by Julia Mills, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Milk and non-dairy milks are staples in most US households. With rising costs, value comes through simplicity and highlighting new use possibilities.

Julia Mills
Food & Drink Analyst

Collapse All
    • Key issues covered in this Report
  1. Executive summary

  2. Consumer Insights

    • The milk and non-dairy milk consumer: fast facts
    • Milk types purchased
    • Graph 1: milk types purchased in the past three months, 2021-23
    • Graph 2: milk types purchased in the past three months, by age, 2023
    • Graph 3: milk base types purchased, 2022-23
    • Graph 4: milk base types purchased, by generation, 2023
    • Graph 5: dairy milk types purchased in the last three months, 2023
    • Graph 6: dairy milk types purchased in the last three months, by generation, 2023
    • Purchase motivators (or demotivators) for dairy and non-dairy milk
    • Graph 7: milk types purchased in the past three months, 2023
    • Graph 8: purchase factors for both dairy and non-dairy milk, 2023
    • Graph 9: milk types purchased in the past three months, by parental status, 2023
    • Graph 10: purchase factors for both dairy and non-dairy milk, by parental status, 2023
    • Graph 11: purchase factors for dairy over non-dairy milk, 2023
    • Graph 12: purchase factors for dairy over non-dairy milk, by generation, 2023
    • Graph 13: purchase factors for non-dairy over dairy milk, 2023
    • Graph 14: perceptions of dairy milk vs non-dairy milk, 2023
    • Graph 15: purchase factors of non-dairy over dairy milk, by generation, 2023
    • Graph 16: loyalty to non-dairy milk brands, 2023
    • Graph 17: loyalty to non-dairy milk brands, by generation, 2023
    • Ideal dairy and non-dairy milk attributes
    • Graph 18: ideal dairy milk attributes, 2023
    • Graph 19: ideal dairy milk attributes, by parental status, 2023
    • Graph 20: top children’s health and wellbeing concerns, 2022
    • Graph 21: ideal non-dairy milk attributes, 2023
    • Graph 22: ideal non-dairy milk attributes, by generation, 2023
    • Milk and non-dairy milk occasions
    • Graph 23: typical use and consumption of milk and non-dairy milk, 2023
    • Graph 24: typical use and consumption of non-dairy milks, by gender, 2023
  3. Competitive strategies

    • Launch activity and innovation
    • Graph 25: % of milk launches with environmental & sustainability claims, 2018-23
    • Advertising and marketing activity
  4. The Market

    • Market context
    • Market drivers
    • Graph 26: perception of value in dairy milk vs non-dairy milk, 2023
    • Market size and forecast
    • Market segmentation
    • Market share & brand share of dairy milk
    • Market share & brand share of non-dairy milk
  5. Appendix

    • Data sources
    • Abbreviations
    • The market
    • Companies and brands
    • Research methodology

About the report

Below is a sample report, understand what you are buying.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
$4,995 (Excl.Tax)
  • Save up to 20% when you purchase multiple reports
Add to Cart

Want to know which report is right for you?

Check our pricing page

Pricing

Other Popular Reports

US Dark Spirits Market Report 2023

$4,995 (Excl.Tax)

Dark spirits can benefit from connections to both legacy associations and the new kid on the block: RTD cocktails. Refreshment, relaxation and recreation are cornerstones. Michele Scott, Associate...

Find out more

US RTD Alcoholic Beverages Market Report 2023

$4,995 (Excl.Tax)

RTDs have taken the alcoholic beverage by storm in spite of limited consumer understanding of product nuances and perceptions of oversaturation suggesting that a little more clarity can...

Find out more

US Beer Market Report 2023

$4,995 (Excl.Tax)

Despite beer's overall dominance in the wider alcoholic beverage market, well documented competition persists, eroding beer occasions among younger drinkers. While beer meets the needs for casual and...

Find out more

US Milk and Non-Dairy Milk Market Report 2024

$4,995 (Excl.Tax)

US consumers seek the best of both worlds: dairy and non-dairy milk. To appeal to consumers, foster brand trust and engagement by embracing authenticity and inherent health benefits. Julia...

Find out more

US Milk and Non-Dairy Milk Market Report 2024

$4,995 (Excl.Tax)

US consumers seek the best of both worlds: dairy and non-dairy milk. To appeal to consumers, foster brand trust and engagement by embracing authenticity and inherent health benefits. Julia...

Find out more

Trusted by global industry leaders

VocaLink logo

We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

It’s mostly me who uses them but if I know someone is working on something specific I will share the relevant reports.

As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

Andrew Neeson, Market Intelligence Manager, VocaLink
Wunderman Thompson logo

“We also use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.

Mintel gives us all that. It’s a great brand and one that is trusted by clients.”

Marie Stafford, European Director, The Innovation Group, Wunderman Thompson
Tenth Wave logo

“Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.

When carrying out background research, I find Mintel an excellent starting point.

The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.”

Ben Zeidler, Director - Research and Analytics, Tenth Wave
Mediacom logo

Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.

It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.

Pauline Robson, Managing Partner, Mediacom
Wincanton logo

“When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.

They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.

So overall, it’s the level of detail and the quality of forecasting that really stand out for me.”

Rebecca Green, Market Insight Manager, Wincanton

Want to know which report is right for you?

Check our pricing page

Pricing