Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

Say It Loud, Say It Clear: The Plant-Based Beverage Bust is Here

Mon, 19 Sep 2022 08:20:15 CDT

Say It Loud, Say It Clear: The Plant-Based Beverage Bust is Here It was the fundamental fallacy that launched a thousand news articles: Dairy was dying as consumers were switching to plant-based beverages. That was always a lie - but at least from a certain angle, it could be stretched into something that at least somewhat looked it like could be true. After all, U.S. fluid milk consumption (though not dairy overall, a fact that was conveniently ignored) has declined, and plant-based beverage sales were rising.

But now even that distortion is no longer true. Retail sales volume of plant-based beverages year-over-year have been negative since February, continuing a trend of flat-to-declining volume that dates to mid-2021. This is no longer a blip – it’s a reality, an inconvenient truth that we hope may finally put the original lie to rest.

Declining sales are only some of the woes Team Plant-Based is facing. While eating your fruits and veggies remains good advice – and always will be – that doesn’t mean that ditching dairy nutrients, or animal protein and nutrition in general, is a good idea. The environmental claims of alternatives can be wildly overstated. The nutrition benefits often remain doubtful. And once the novelty wears off, imitator inferiority is left to shine through.

Maybe that’s why Oatly’s share price has declined more than 80 percent since going public last year. Maybe that’s why Beyond Meat is struggling, and the CEO of Maple Leaf Foods said the alts market is unlikely to pan out as originally thought.

And maybe it’s another reason why the Food and Drug Administration shouldn’t reward bad-faith arguments from desperate plant-based promoters that consumer acceptance of their heavily processed, sweetened water as “milk” is inevitable, and they should be rewarded for insisting on misusing a term they have no right to use under existing federal regulation.

If nothing else, perhaps declining sales would inject some welcome humility into marketing claims. Of course, we live in the real world, making that outcome, however desirable, highly doubtful.

But at the very least, the news of declining plant-based beverage sales should be reported just as forcefully as the distortion that was used to malign an entire industry. After being told for years that plant-based beverages were the wave of the future, the public would be well-served to know that the hype was a mirage.



WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Governor Kevin Stitt Signs Into Law Twenty Million Dollars of Aid to Help to Push Back on Drought on Farms and Ranches  Tue, 04 Oct 2022 21:51:19 CDT
  • Governor Stitt Delivers $20 Million to Farmers for Emergency Drought Relief   Tue, 04 Oct 2022 21:24:48 CDT
  • OKFB Welcomes Appropriation of Additional Drought-Relief Funds   Tue, 04 Oct 2022 16:48:48 CDT
  • Oklahoma Grain Elevator Cash Bids as of 2 p.m. October 4, 2022  Tue, 04 Oct 2022 15:26:48 CDT
  • October 4, 2022, Market Wrap-Up with Justin Lewis  Tue, 04 Oct 2022 14:40:22 CDT
  • Dell Kerbs Cheers Drought Help Soon to Head to the Country  Tue, 04 Oct 2022 14:35:11 CDT
  • WTAS: Farm Country Supports Lucas' Protect Farmers from the SEC Act  Tue, 04 Oct 2022 14:01:52 CDT
  • Dairy MAX Connects with National Ag in the Classroom   Tue, 04 Oct 2022 12:44:06 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

    Oklahoma Beef council Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit Ag Mediation Program P&K Equipment Oklahoma City Farm Show Union Mutual Stillwater Milling Oklahoma Cattlemen's Association KIS FUTURES, INC.


    Search OklahomaFarmReport.com

    © 2008-2022 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.