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Pour It On

Americans are choosing alternatives to cow's milk for a variety of reasons, ranging from diet to ethics to allergies. Whatever their reasons, supermarkets have noticed and are making room for plant-based beverages that mimic cow milk's nutrient profile. One of the fastest-growing milk alternatives is made from almonds. According to SymphonyIRI, sales of almond beverages have shot up more than 85%

Americans are choosing alternatives to cow's milk for a variety of reasons, ranging from diet to ethics to allergies. Whatever their reasons, supermarkets have noticed and are making room for plant-based beverages that mimic cow milk's nutrient profile.

One of the fastest-growing milk alternatives is made from almonds. According to SymphonyIRI, sales of almond beverages have shot up more than 85% over the past year. The numbers are expected to increase as more processors jump into the market. Last month, Whole Foods Market introduced a line under its 365 Organic Everyday Value brand. However, the largest entrant to date has been Dean Foods' Silk division.

“The biggest drivers in regular milk consumption were taste and calcium,” said Brooke Hansen, brand manger of Silk, which began shipping Pure Almond in gable cartons earlier this year. “What almond milk brings in addition is antioxidants. That's a big additional benefit.”

Other “milks” are performing well, too. Hemp, coconut, rice and other grain-based, non-dairy beverages are increasingly found in the cold dairy case, or on grocery shelves in aseptic packages.

Of course, the sales leader remains soy — and for many years it had the category largely to itself. But as more mainstream consumers begin sampling milk alternatives, soy seems unable to shake its niche image.

“Most people grew up on milk and know what it is and how it tastes,” noted Hansen. “Almond milk feels as familiar and comfortable, whereas soy still has a little bit of mystery behind it.”