Nearly Half of Consumers Purchase Both Plant-Based and Dairy “Milks"

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Despite the fact that only one in five consumers believe that plant-based beverages should actually be labeled “milk,” nearly half of U.S. consumers actively purchase both dairy and non-dairy milk on a semi-regular basis, according to a Food and Wine article

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As reported in an Ipsos survey commissioned by Dairy Management Inc., 48% of Americans admitted to purchasing both plant-based and dairy-based beverages in the past year. This suggests that while most of these consumers believe that plant-based products should not be labeled “milk,” they are not opposed to purchasing it.

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About half of these consumers also believe that the main ingredient in plant-based beverages is the plant itself. In fact, these drinks are mostly flavored water.

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In response to the confusion surrounding these labels, the Food and Drug Administration (FDA) is looking to enforce labeling rules for plant-based beverages that would prevent them from using word “milk.”

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“Food labels – including the name of food – inform consumers about what they’re buying, and standards of identity are used to ensure that foods have the characteristics expected by consumers,” said FDA Commissioner Scott Gottlieb in a statement on July 26.“The information provided through food labeling must be truthful and not misleading. The consumer choices made based on this information can have important impacts on health.”

Issued by the FDA, the deadline comment period on milk labeling is quickly approaching and will end January 28.


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