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  "docSlug": "jarvis-agfunder-alternative-protein-white-paper-flat-and-small",
  "documentTitle": "AgFunder Alternative Protein White Paper flat and small",
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  "notes": "Includes a dual-axis chart showing dollar sales and percentage change for various plant-based categories.",
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      "kind": "chart",
      "text": "Total U.S. Plant-Based Food Sales and Growth by Category",
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      "text": "The global dairy alternatives market—which includes milk, desserts, yogurts, ice-cream, cheese and other dairy products—was valued at $18.5 billion in 2018 and is estimated to grow at an impressive 10% CAGR to reach $37.5 billion by 2025. Plant-based milk products have been widely successful in matching milk on taste and mouthfeel, and have the biggest success in the alternative protein industry as a whole (Figure 8). In 2017, the milk alternatives market alone was estimated to be worth $11.9 billion, far above any other plant-based category, and it has been projected to nearly double to $21 billion in 2024.",
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      "text": "In the United States, 37% of households (45 million) purchase plant-based milk. As a matter of fact, this category has been growing at the expense of dairy milk. Non-dairy milk sales grew by 61% during the 2012-2017 period while dairy milk consumption declined 22% from 2000 to 2016. This loss in market share has delivered a severe blow to a dairy industry already grappling with decades of declining consumption: per capita consumption decreased 57.4% from 1970 to 2013.",
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      "text": "Figure 8. Total U.S. Plant-Based Food Sales and Growth by Category. Dairy categories are leading. Source: The Good Food Institute.",
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      "text": "Alternative dairy products have become an example to follow in the plant-based industry. With double digit growth and a total value of $18.5 billion in 2018, conventional dairy is rapidly losing market share.",
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      "text": "2.4. Dairy",
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