Some milk marketers have created Shark Tank-like contests that encourage small food entrepreneurs to invent dairy-based products aimed directly at Gen Z. One winner was Spylt, a caffeinated ...

Dairy milk is becoming less popular in the U.S. In 2022, members of Generation Z bought 20% less milk than the national average, according to the New York Times. Advertisement.

But if climate concerns push us toward the alt-milk aisle, dairy still has price on its side. Even though plant-based milks are generally much less resource-intensive, they’re often more expensive.