Milk in the 21st Century: Navigating Consumer Preferences and Sustainability Challenges

I’m excited to share the most recent issue of Protein Unwrapped: “Milk in the 21st Century: Navigating Consumer Preferences and Sustainability Challenges”.

In this newsletter, I explore the evolution of milk, the rise of alternative options, and the challenges the category faces as consumer attitudes shift towards a more sustainable and eco-friendly future.

Read on below and let me know what you think!

As someone who has worked in the protein industry for decades, I have seen firsthand the ways in which consumer preferences and sustainability challenges have shaped the evolution of protein sources in different foods and ingredients. One such food that has undergone significant changes over the past century is milk.

Milk has been a staple of the American diet for generations. In the early 1900s, milk was delivered fresh to people's doorsteps by local dairy farmers. In the 1950s, milk consumption increased significantly thanks to the widespread use of refrigerators and the rise of suburbanization. In the 1990s, the "Got Milk?" campaign became a cultural phenomenon, emphasizing the health benefits of drinking milk.

But in recent years, traditional milk consumption has declined as consumers have become more conscious of the health and environmental impacts of traditional dairy farming. These farms are known to produce significant amounts of greenhouse gases and require large amounts of land, water, and feed. Additionally, cows are often treated with hormones and antibiotics, which can be harmful to both the animals and the humans who consume their milk. The pandemic also dealt a particularly harsh blow to the dairy industry, when supply chains were disrupted and millions of gallons of milk had to be tossed every day.

As a society, we are becoming more health-conscious and environmentally aware. We want to ensure that the foods we consume are both better for us and the planet. Over 72% of consumers today want to purchase food that is more sustainable. There’s even a new term floating around about these conscious consumers – “climavores”. This consumer demand has led to the household popularity of plant-based milks such as soy, almond, and oat milk.

While these alternative milks offer a more sustainable and ethical option for those who are lactose intolerant or simply want to reduce their environmental footprint, they have presented a couple of challenges: not one presents a perfect substitute in terms of taste, texture, performance, or nutrition.

This is where my journey with betterland milk™ comes in.

Two decades ago, I started global nutrition brand thinkThin from my kitchen table and have been in the protein innovation industry ever since. When I was ready to start betterland foods, I knew the exact talent I wanted to join me and built a world-class team. Where many others have been working for years, the development of our milk took around 9 months.

At betterland, we believe that milk can be made better - both for us and for the environment. We used innovative techniques and cow-free whey protein made with precision fermentation to create an animal-free, plant-based milk that is free from lactose, cholesterol, antibiotics, and nuts – while maintaining the exact vitamins and minerals of traditional milk. Our milk uses less land, less water, and less energy, all while tasting and performing just like traditional cow's milk. You can drink it, froth and whip it, pour it over your cereal, or use it in your favorite recipes. It is delicious and creamy - while being better for you and the planet. Our team knew we had nailed the recipe when the internal tasting panels we ran showed our two varieties of milk, Whole and Extra Creamy, were preferred over current products in the market. For me personally, I knew we’d nailed it when my Head Taste Testers for thinkThin (my two kids) said they preferred it over traditional cow’s milk – and they can be ruthless!

In the food industry, it's important to understand the long-term trends in the marketplace, know your margins, and never underestimate the importance of taste. At betterland, we have done our homework and understand the need for a more sustainable and ethical milk alternative. We have tested our concept and have built a brand that speaks to our key audience.

As someone who has always loved milk, I am excited to be part of a movement reimagining this staple food for the 21st century. With betterland milk, we can enjoy the nutritional benefits of milk without compromising on our health or the health of the planet.

I believe that the future of milk lies in striking the balance between the tastes of consumers and their desire for sustainable products. The rise of plant-based milks like betterland milk offers a solution to the ethical and environmental challenges of traditional dairy farming, while also providing a delicious and nutritious alternative that meets conscious consumer demands for taste and performance. To succeed in the food industry, it is critical to understand the marketplace, margins, and consumer preferences, and to prioritize taste and quality in all products. By focusing on these core industry principles while continuing to innovate, we can create a better future for ourselves, our planet, and future generations.