Milk Niche Analysis

milk niche
Written by: Dominique Jackson

Milk sure has changed over the years. Remember back in the day when you had two options: Dairy milk or soy milk.

Fast forward to today, and you can get milk made from almonds, oats, macadamia nuts, coconut, hemp, cashews and the list goes on.

Not only that, but people are no longer restricted to only buying milk at their local grocery store. There's Amazon, Thrive Market, and DTC brands that all sell milk products online.

All these options mean people have to make more decisions. And whenever people need to pick between several options, there's usually a good opportunity to build a niche site that teaches them how to make the decision.

And that's what today's niche opportunity is all about—milk.

Overview

I want to give you an idea of just how big this industry is:

  • Plant-based milk represents about 14% of the "milk" category
  • Sales of plant-based milk grew 5% in 2019, while dairy milk stayed relatively flat
  • Oat milk is one of the fastest growing categories in the beverage category
oat milk growth
  • The global dairy alternative market has an estimated value of over $12 billion.
  • Plant-based milks have grown particularly popular among young adults. In the U.K 33% of young adults (16-24 years old) are choosing plant-based milk over dairy.

Trust me, the movement towards plant based milk isn't going anywhere. And even though traditional dairy milk hasn't grown at the same rate, it's still going to be around for a very long time too.

Target Audience

For the most part, most people buy animal milk in stores. So while you can (and should) have content related to dairy milk, the biggest potential here is targeting people looking for dairy free milk.

When you look at the Google Trends data for "milk alternative" and "dairy-free milk" since 2004, it's clear that the interest is rising, likely due to people eating more plant-based diets.

milk google trends

To be a little more specific, the market for this niche includes:

  • People who can't drink dairy for health reasons (i.e. lactose intolerant) or choice (i.e. vegans)
  • People who don't like the taste of animal milk, but still want to use some sort of milk for recipes or a bowl of cereal
  • People who want to make their own milk at home
  • Pretty much anyone looking for non-dairy milk.

I want to reiterate though, you don't need to exclude dairy milk drinkers. People still search for terms like "best milk for lattes" and similar terms that you might want to include dairy milk in. But in order to make money, there's a lot more opportunity in the dairy-free space as an affiliate.

In this niche, your job is going to be to educate people on all the different milk options they have, and the differences between them (oat milk and almond milk don't taste the same or have the same texture).

In other words, you're going to be the milk expert!

Existing websites in this niche

Either I didn't look hard enough, the sites in this niche have horrible SEO, or they just don't exist. But I wasn't able to find a single niche site dedicated to just milk.

I found pro-dairy milk sites run by the American Dairy Association like this one and this one.

And of course, the Got Milk people.

But mostly, sites ranking for keywords in this niche are:

  • General food blogs (The Kitchn, Spruce Eats)
  • Health and fitness sites (Healthline, Livestrong)
  • Lifestyle sites (Greatist)
  • Retailers (Blue Diamond)

I love it when I see a mix of sites like this because it means there's an opportunity to become the specialist for a specific topic.

This is the exact strategy I used to grow a site in the fashion niche. I'm able to outrank sites like Today.com, Cosmopolitan and other sites with higher DA than me because my site is focused on a specific niche within clothing so my domain has more topical relevancy. Here's an example of a keyword that I'm outranking huge sites for:

ranking positions

And almost all of the keywords I rank for with this site have a similar breakdown. That's the advantage of going niche. Your website can become the authority even if you don't have the metrics of larger, broader sites.

I see this same exact opportunity for the food niche, and milk is just one example.

Monetization

We're not just building sites for fun here. We want to make money.

The opportunities to monetize in this niche probably aren't as great as some other niches, but I think there's more than enough to make it worth your time.

Affiliate marketing

Believe it or not, you can make affiliate revenue for a site about milk. Here are a couple of ideas.

First, is through DTC brands. One that comes to mind is JOI. It's a brand that sells plant concentrates (called bases) that you can use to make your own vegan milks and other products. It's pretty neat, and they have an affiliate program that offers up to 20% commissions!

You could also recommend milks from sites like Amazon (including Amazon Fresh) and Thrive Market. Amazon Fresh purchases only have a 1% commission rate, which is awful, but since it's groceries you can't expect much. However, they also have bonuses that can make it a little more worth it.

And Thrive Market's commissions are much better. You can get a $40 commission on annual memberships and $5 for monthly memberships. Plus, after a while I'm sure you could negotiate even better deals.

Ads

Since a lot of the topics in this niche are more educational than "commercial", there's a good opportunity to monetize through ads. Go with a network like Ezoic or Mediavine once your traffic starts to build up.

The food and recipe niche is great for ads, so this could be a big source of revenue for you.

Social media

As the plant-based milk category continues to grow, more DTC brands will pop up. And one of their favorite ways to promote is through social media.

Build up social media profiles (Instagram, YouTube, and Pinterest come to mind) and become an "influencer" in the alternative milk space.

Then you can partner up with DTC brands and even companies that primarily sell in stores like Oatly and Blue Diamond to make promoted content.

The Opportunity

Since there isn't much competition in this niche right now, standing out should be fairly simple. But here are some of the biggest white spaces I see in the milk niche.

Become the dairy-free milk expert

There are tons of influencers and experts in niches like healthy eating, keto, paleo, vegan, etc. But I can't think of one person that comes to mind that specifically talks about dairy free milk. Most of the info online about milk comes from companies that sell the products.

You could either build up your personal brand as the dairy-free milk pro, or make the go-to resource for non-dairy milk (the Nerd Wallet of the milk industry).

YouTube

If you're not afraid to get in front of the camera, YouTube could be a great option for this niche.

You could make tons of videos with recipes, explaining the differences of each type of milk and educating people on what to look for when buying dairy-free milk.

Go pro dairy milk

Traditional dairy milk still makes up the majority of the "milk" market. And while that might change at some point, there's still an opportunity to market to those people.

Since most of the dairy milk content floating around comes from dairy interest groups, your website could become one of the few pro dairy milk websites that aren't politically influenced. You're just a person who likes milk and writes about it.

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