Idaho, the nation's third-largest milk-producing state (and the second-largest in the Western U.S.) may want to take note of a new report that indicates the nation's milk consumption has dropped 30 percent since 1975 and even 3.3 percent in the last year alone.
The most likely reasons, says the report, are the plethora of new drinks on offer, from smoothies to energy drinks to iced teas. Another reason could be low-fat diets or diets that stress reducing consumption of milk, which is increasingly seen as unhealthy and even unnatural.
It also could be that children, who are the biggest consumers of milk, are a smaller portion of the U.S. population than they once were.
The Wall Street Journal reports that despite milk's precipitous decline as the alternative to water, pseudo-milk drinks made from rice, soy and almonds were up 16 percent. Dairy products like yogurt and cheese have also seen a similar rise.
Huffington Post pointed out that it's not the first time the milk industry has felt the need to fight back.
The early 1990s campaign "Got Milk?" was an enormous, $23 million campaign that spent as much as some of the largest brands in the U.S.—an unprecedented move for a food-industry organization.
The website has since been refurbished with the first image a swing at soy, almond and coconut drinks, calling them "imitation milk."
Idaho's dairy industry employs more than 22,730 individuals. Allied industries employ an additional 13,470 workers.