Soy milk's long ran as the darling of the dairy-substitute category could be coming to an end. In the US, the market-leading brand has seen its sales slide 14% and in Europe sales are at best stagnant. Meanwhile almond milk - with stronger "naturally-healthy" credentials and better taste - is booming and showing how new superfoods have the potential to supersede old ones. But can a new superfood ever be little more than a niche product when the existing superfood has such a longstanding hold in consumers' minds? The US market for dairy-milk substitutes is undergoing a fundamental shift based on growing weaknesses in the soy-milk proposition, some strategic and tactical errors by the segment's largest brand, and a wholesale push by almond-milk brands based on the increasing appreciation by American consumers of the nutritional qualifications of almonds.
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