The plant-based movement continues its rapid ascent, and one of the most significant shifts is happening in the dairy aisle. According to the Plant Based Foods Association, sales of dairy alternatives in the US grew 33 percent between 2018 and 2022, reaching a market value of over $4 billion. Almond milk leads the charge, but oat milk has seen the fastest growth, with sales surging by 50 percent in just one year. Meanwhile, consumer interest in plant-based dairy is expanding beyond beverages, with non-dairy yogurt, cheese, and butter experiencing double-digit growth.
This growing demand isn’t slowing down. A recent survey by leading dairy-free cheese and yogurt producer Kite Hill, conducted through Atomik Research, found that 45 percent of Americans who already consume dairy alternatives plan to increase their intake over the next three years. Health-conscious consumers, environmental concerns, and a desire to explore new flavors and textures are all contributing to the trend.
Kite Hill
As more people seek to reduce their dairy consumption, Kite Hill is encouraging them to take the next step with its newly launched Dairy-Free February campaign. The launch comes on the heels of Veganuary, a popular initiative that encourages people to go vegan for the month of January.
Despite more than 1.8 million participants in 2024, the campaign has seen a recent decline in interest. Newsweek reports on Google Trends data shows that searches for “Veganuary” have been steadily decreasing since January 2020, reaching their lowest point since the campaign’s early years. Early indications have revealed a decline in online searches for the term this year as well, with Google users’ interest in “Veganuary” waning.
Kite Hill’s dairy-free February challenge
But Kite Hill says Dairy-Free February is less restrictive. Through a mix of educational content, influencer partnerships, and product-driven challenges, the campaign highlights the health and environmental benefits of cutting out dairy while making it easier than ever to try plant-based options.
“Our mission at Kite Hill is to both debunk and defy all dairy-free expectations by creating great-tasting foods that help people feel their best,” Connie Sintuvat, Vice President of Marketing at Kite Hill, said in a statement. Sintuvant says the campaign is asking “one simple thing of consumers”—to try the brand.
Kite Hill
“Slip protein-packed, zero-sugar Kite Hill Greek Yogurt into your smoothie, or add Kite Hill cream cheese to your favorite dessert recipe, and you’ll be pleasantly surprised with our delicious taste and texture,” she said.
The initiative comes as more consumers embrace dairy-free lifestyles for health reasons. According to Kite Hill’s survey, 68 percent of US adults are considering trying dairy-free products in 2025, largely due to perceived health benefits and a desire to increase their daily protein intake.
Gen Z leads the dairy-free movement
Dairy-free eating isn’t just a fleeting fad—it’s becoming a generational shift. Kite Hill’s research highlights that 83 percent of Gen Z purchase or use dairy-free products a few times a month or more, surpassing even Millennials, 76 percent of whom report similar habits. This generational divide is shaping supermarket shelves, with brands racing to offer more innovative plant-based dairy options tailored to younger consumers.
For many, the primary obstacle to embracing dairy-free alternatives is a lack of information. More than one in three US adults (36 percent) say that learning more about the health benefits of dairy-free products would encourage them to make the switch for a full month. With the Dairy-Free February campaign, Kite Hill aims to fill that gap, offering educational content on the benefits of reducing dairy intake, from digestive health to sustainability.
Canva
Health remains a primary driver of the dairy-free movement. Research from the National Institutes of Health suggests that approximately 36 percent of Americans experience some degree of lactose intolerance, and the number is even higher among certain demographic groups. Meanwhile, studies linking dairy consumption to inflammation, acne, and digestive issues have prompted more people to seek plant-based alternatives.
Environmental concerns are another key factor. According to the United Nations Food and Agriculture Organization, dairy production is responsible for roughly 3.4 percent of global greenhouse gas emissions. Plant-based dairy alternatives have a significantly lower environmental footprint, requiring fewer resources and producing fewer emissions than traditional dairy farming.
Taste and variety also play a role in consumer adoption. With advancements in food technology, plant-based dairy alternatives now offer textures and flavors that rival traditional dairy. Kite Hill’s survey revealed that almond is the preferred dairy-free ingredient for 52 percent of consumers, far ahead of coconut (18 percent), oat (15 percent), and rice (7 percent).
Influencers and recipe creators join the campaign
To make Dairy-Free February even more engaging, Kite Hill is launching an influencer-driven campaign called “Try Day, Fridays.” Each Friday throughout February, a different cooking-focused content creator will share a unique dairy-free recipe, showing how easy and delicious dairy-free eating can be. The recipes will range from quick, high-protein snacks to indulgent, restaurant-quality meals, proving that skipping dairy doesn’t mean sacrificing flavor.
Kite Hill
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One of the key figures in this campaign is holistic private chef and nutrition expert Jane Olivia. She is partnering with Kite Hill to share tips and recipes designed to make dairy-free cooking more accessible and enjoyable.
“I’m so excited to team up with Kite Hill for Dairy-Free February to inspire everyone to try the dairy-free lifestyle,” says Olivia. “As a nutrition-based chef, my passion is helping people discover delicious food that makes them feel their best. Kite Hill’s dairy-free products are a game-changer, delivering a perfect combination of crave-worthy taste, versatility, and health benefits.”
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