The Ongoing Struggle for the "Milk" Label in the Dynamic Beverage Market
Source: The DairyNews
Dairy advocates have been grappling with the challenge of the "milk" label for decades as plant-based alternatives gain prominence, contributing to a steady decline in traditional fluid milk sales over the past 80 years.
In grocery stores nationwide, the shelves prominently display an array of beverages side by side. Despite the section being labeled as "milk," a significant portion of the inventory lacks any dairy content, intensifying the battle for ownership of the name and, consequently, the market.
Since the 1970s, dairy advocates have been engaged in a persistent effort to reclaim the "milk" label amid changing consumer preferences and an evolving beverage landscape. The United States Department of Agriculture notes a historical decline in fluid milk consumption, with plant-based alternatives playing a role, albeit not a primary one. In 2022, plant-based sales accounted for 11% of total fluid milk sales, with liquid milk still dominating at 40 billion pounds.
Alan Bjerga, Executive Vice President for Communications and Industry Relations at the National Milk Producers Federation, highlights recent research indicating that plant-based beverage sales have also experienced a decline, albeit less pronounced than that of traditional milk. He attributes this phenomenon to the increasing proliferation of beverage options in the marketplace.
In 2024, the plant-based beverage market has expanded significantly, featuring an array of options beyond traditional soy, rice, and almond varieties. Bjerga emphasizes that while the market offers diverse plant-based alternatives, dairy products adhere to stricter standards. The concern lies in the discrepancy between formulations, with the same "milk" label applied despite differing ingredients.
Bjerga contends that such labeling practices are unfair, emphasizing the importance of differentiating between dairy and plant-based products on the shelves. Labels play a crucial role in influencing consumer decisions, with the product name being a fundamental factor.
The National Milk Producers Federation advocates for regulatory measures to curb the mislabeling of non-dairy substitutes, urging the FDA to address the issue. Despite defining milk as an animal-derived product, the FDA currently does not restrict the use of the term "milk" on plant-based alternatives.
Consumer awareness is a pivotal aspect, and the FDA's study in 2018 revealed that a majority understood the distinction between plant-based and animal-derived milk. However, the lack of enforcement of FDA standards of identity raises concerns for dairy advocates like Bjerga, who argue that it hampers the agency's role in guiding consumers toward healthy choices.
Bjerga raises concerns about certain beverage companies effectively marketing their products to appear nutritionally superior to traditional liquid milk. While acknowledging that some plant-based alternatives offer desired nutrients, he stresses the importance of maintaining the integrity of milk labeling to enable informed consumer choices.
Since the 1970s, dairy advocates have been engaged in a persistent effort to reclaim the "milk" label amid changing consumer preferences and an evolving beverage landscape. The United States Department of Agriculture notes a historical decline in fluid milk consumption, with plant-based alternatives playing a role, albeit not a primary one. In 2022, plant-based sales accounted for 11% of total fluid milk sales, with liquid milk still dominating at 40 billion pounds.
Alan Bjerga, Executive Vice President for Communications and Industry Relations at the National Milk Producers Federation, highlights recent research indicating that plant-based beverage sales have also experienced a decline, albeit less pronounced than that of traditional milk. He attributes this phenomenon to the increasing proliferation of beverage options in the marketplace.
In 2024, the plant-based beverage market has expanded significantly, featuring an array of options beyond traditional soy, rice, and almond varieties. Bjerga emphasizes that while the market offers diverse plant-based alternatives, dairy products adhere to stricter standards. The concern lies in the discrepancy between formulations, with the same "milk" label applied despite differing ingredients.
Bjerga contends that such labeling practices are unfair, emphasizing the importance of differentiating between dairy and plant-based products on the shelves. Labels play a crucial role in influencing consumer decisions, with the product name being a fundamental factor.
The National Milk Producers Federation advocates for regulatory measures to curb the mislabeling of non-dairy substitutes, urging the FDA to address the issue. Despite defining milk as an animal-derived product, the FDA currently does not restrict the use of the term "milk" on plant-based alternatives.
Consumer awareness is a pivotal aspect, and the FDA's study in 2018 revealed that a majority understood the distinction between plant-based and animal-derived milk. However, the lack of enforcement of FDA standards of identity raises concerns for dairy advocates like Bjerga, who argue that it hampers the agency's role in guiding consumers toward healthy choices.
Bjerga raises concerns about certain beverage companies effectively marketing their products to appear nutritionally superior to traditional liquid milk. While acknowledging that some plant-based alternatives offer desired nutrients, he stresses the importance of maintaining the integrity of milk labeling to enable informed consumer choices.
