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Sales of dairy milk decreased by roughly 15 percent over the five-year period between 2012 and 2017.1 Meanwhile, sales of non-dairy food products such as almond milk, yogurt, ice cream and plant-based meat alternatives continue to gain market share.2 As an example, in 2018 plant-based milk sales were 1.6 billion dollars which is a nine percent increase over the prior year.3 During that same time period, sales of cow’s milk were down 6 percent.4 The focus of this paper is a discussion of the war the dairy industry is waging against non-dairy alternatives. However, it is important to note that there are other, more substantial factors affecting dairy sales.