This multidisciplinary study examines the liquid dairy and alternative milk markets through four different lenses, exploring the intersection of consumer sentiment, industry financial performance, nutritional science, and environmental implication using metrics compiled from industry financial and market research, consumer sentiment surveys, and empirical scientific research. Through our analysis we realized that our results were rife with contradictions. Consumers often pick non-dairy alternatives for health or environmental reasons, but this choice is often rooted in misinformation. Additionally, it is broadly perceived that alternative milks are the largest challenger to the dairy milk industry. However, the industry has been challenged since before alternative milks gained significant share
