While dairy products still maintain significant market share, plant-based alternatives have gained traction in recent years. And more-affluent consumers-those with a household income of $100,000 or more-tend to consume both plant-based and dairy products.Ĭonsumption of dairy alternatives has risen over time, and loyalty to dairy is mixed among consumer types Plant-only consumers are often younger and vegan or vegetarian. The dairy-only consumer group is primarily composed of meat eaters and tends to be older. Overall, dairy maintains a strong foothold: our survey found that almost all customers consume dairy products, with only a very small minority consuming plant-based alternatives exclusively (Exhibit 1). This year’s annual dairy survey provided insight into trends among US dairy and dairy alternative consumers, as well as the demographic factors underpinning them. Most people consume dairy, very few customers consume alternatives exclusively, and about a quarter consume both By staying aware of shifting consumer interests, US dairy players can better understand the forces driving changes across the market and adjust their strategies accordingly. In this article, we dive deep into the results of our survey to explore these five key findings and the takeaways businesses can use as these trends affect the buying and consumption of dairy and dairy alternatives. A small yet important group of consumers considers environmental, social, and governance (ESG) factors in their purchasing criteria.Taste and health propel consumption of dairy and alternatives.Soaring prices have a greater impact on sales of plant-based alternatives than on sales of dairy products.Consumption of dairy alternatives has risen over time, and loyalty to dairy is mixed among consumer types.Most people consume dairy, very few customers consume alternatives exclusively, and about a quarter consume both.Based on responses from 1,217 consumers surveyed in August 2022, our analysis revealed five key findings: To keep the pulse of dairy consumption in the United States, McKinsey conducted its fifth annual survey of US consumers of dairy and dairy alternatives to analyze how their habits and attitudes have changed over time. As new plant-based dairy alternatives enter the market and prices fluctuate, these consumer groups are demonstrating shifts in their consumption of dairy and alternatives, underpinned by unique demographic factors and values. Dairy plays a significant role in the American diet: 84 percent of US consumers eat and drink dairy or dairy alternatives, and only 16 percent don’t consume either product.
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