A recent Mintel report says the US dairy category will see a continuous sales decline, in contrast to its strong growth in 2014 when there was a combination of high milk prices, increased international demand, and dairy milk repositioning itself to align with health trends. Milk, the largest segment by volume, had seen volumes decline by -1.9% in the 52 weeks to 23 February 2020 (Kantar). Not only is the dairy industry systematically cruel to cows, but the idea that dairy is natural or normal for humans to drink is all part of a giant marketing ploy. "It puts the dairy community in a tough spot," said farmer Bill Rowell. The dairy industry is struggling. Every national health board advises against feeding cow’s milk to children until the age of one. The decline of milk consumption has accelerated in the last decade as alternatives have soared in popularity. In the Keystone state, the nation's sixth-largest dairy producer, more farmers are liquidating assets, or worse, leaving the industry entirely. Farmers of America reported a $1.1 billion loss and a recent report by RethinkX predicts that by 2030 the demand for dairy will decline by 90 percent in the United States. Though dairy milk is often regarded as necessary for bone and general health, a growing body of evidence suggests otherwise. Dairy producers are rushing to exit the industry, as poor milk prices and high production costs contribute to the decline. Prior to the COVID-19 pandemic, performance in the dairy category had been mixed. Over 70 per cent of the human population is in fact lactose intolerant — because we are not baby cows! Accordingly, the industry is being forced to innovate to create new products that deliver good taste alongside a nutritional benefit, increasingly packaged for on-the-go consumption, in order to meet changing consumer habits and combat an overall market decline. In the last four years, sales of nondairy milks have … Decline in milk demand creating crisis for dairy farmers Green Mountain Dairy Farm in Sheldon has seen brighter days. Overall, the U.S. has lost nearly 20,000 licensed dairy farms, a roughly 30% decline, over the past decade, according to the U.S. Department of Agriculture. Yogurt had seen a similar volume decline but cheese and butter remained buoyant, each achieving growth above 3%.