Dairy is facing challenges. In a crowded beverage marketplace, per-capita fluid milk consumption in the U.S. is down by a quarter in the past 20 years, and the number of U.S. dairy farms dropped 6.8 percent in 2018.
That’s one part of the story. But a more accurate picture of the health of the dairy industry is much brighter than the doom and gloom conjured from selective use of data. No matter what critics may say, attempts to craft a “death of dairy” narrative are mistaken.
Individual products tell similar stories. Cheese per-capita consumption has tripled since 1971. Butter is at its highest per-capita use since 1968. Contrast that with nose-diving sales of margarine, the longest-established “plant-based” dairy alternative, which in 2010 was at its lowest per-capita consumption since 1942. After that, the federal government stopped tracking it altogether
Milk, like every other beverage, exists in a competitive marketplace. Bottled water, orange juice, energy drinks, and yes, plant-based dairy imposters, all compete for shelf space. But spinning a segmenting beverage market into a “declining dairy” narrative is disingenuous at best, dishonest at worst. Just like Mark Twain when he said of an erroneous news story, “The report of my death was an exaggeration,” dairy is very much alive — and on the rise.