Traditionally viewed as rivals in the overall milk space, research suggests that the one-or-the-other approach is a hindrance to both markets.

Soylent Nutrition Inc., Los Angeles, launched a ready-to-drink Strawberry four-pack exclusively at select Target stores nationwide.

Garden of Life launched a line of four ready-to-drink protein drinks.

Harmless Harvest announced the launch of Protein & Coconut, a new line of plant-based snack drinks. 

San Francisco-based Pop & Bottle, a wellness coffee brand known for its organic, dairy-free lattes, announced the launch of its new line of functional oat milk lattes: The Supers.

Chicago-based Technomic recently released its report titled “Away-from-Home Beverage Study,” which covers how consumer demands and business conditions have shifted within the past few years.

Healthy, functional ingredients like turmeric, ginger, carrot, elderberry and green tea are among those aiding consumers in their quest for immune-boosting properties.

Mooala announced the launch of a new line of organic, plant-based creamers made with a base of coconut cream and almonds with no added sugars.

As consumers trend toward beverages fortified with protein, whether animal-based or plant-based, the dairy category is benefiting from consumers being flexible about their protein source.

As consumers are shifting away from sugary alternatives, they are beginning to venture into the land of plant waters, experts say.