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So-called milk substitutes generated $1.4 billion in U.S. sales last year, and have grown 54 percent over the last five years in the U.S. Meanwhile, dairy production is on the decline, falling 11 percent last year.

For 40 years, Americans have been drinking less of the traditional stuff—37% less since 1975, according to the most recent USDA figures. Meanwhile, the $2 billion U.S. non-dairy alternative industry (think almond milk and the like) has experienced explosive growth, and is set to expand another 50% between 2015 and 2020, according to industry tracker Mintel.