Plant-based milk consumption is increasing, but water may be stealing more of cows’ milk’s share

Many people assume the rising popularity of plant-based milks made from soy, almonds or oats explains the decline. But in the last four years, when milk sales fell by 330 million gallons, plant-based milk sales increased by only 60 million gallons.

The sector lost 270 million gallons elsewhere.

The likely culprit? Water.

“We’re losing over 50% to bottled water,” Mr. Ziemnisky said. “№2 is ready-to-drink coffee.”

In addition, Americans are eating less breakfast cereal, accounting for about 25% of milk’s decline. Instead, they’re reaching for protein-rich bars, shakes and yogurts — and now, perhaps, high-protein milk.

From https://www.wsj.com/articles/recipe-behind-coca-colas-milk-success-less-sugar-more-protein-11572600608, which I was led to via http://jaysonlusk.com/blog/2019/11/4/milk-differentiation-and-substitution