Americans are drinking less milk. Milk consumption has dropped by 40% since 1975 and the trend is accelerating as more people embrace plant-based milk alternatives such as oat, almond, rice, and coconut milk. According to the USDA annual milk consumption data, in 2018, the average person in the US consumed 146lb (17 gallons) of milk, down from 247lb (almost 29 gallons) in 1975.
As cow milk sales decline, Americans are gravitating to plant-based milk alternatives believing they are healthier and better for the animals and the environment. Between 2012 and 2017, sales of non-dairy milks grew more than 60%, with almond milk taking a 64% market share, and sales estimated at $2.11 billion in 2017. During that same period, dairy milk sales dropped by 15%, according to research group Mintel. In 2018, sales of milk alternative beverages gained an impressive 9%, according to the Plant Based Foods Association.