Almond Milk Demand Is Rising, But Have Market Products Come Clean?

Almond milk is the fastest growing product in the alternative beverage market. In 2014, its sales were $854 million, which was an increase of 40.5% increase from 2013, according to foxbusiness.

It has overtaken the sale of soy millk, which dipped last year. Says Howard Waxman, market research analyst at Packaged Facts, almond milk is gaining popularity. "We live in an era when big institutions -- the government, big industry, and the traditional media -- are not trusted as they have been by previous generations. Consumers are seeking out alternative information sources as well as alternatives to traditional products," he said.

In the last five years, almond popularity has been growing throughout Southeast Asia, with India leading the way. The demand has hit a record of 60,000 tons this season. Yet, demand across Asia is thought to grow by 8 percent in the next two years, says the U.S. Department of Agriculture, according to breitbart.

Almond milk is seen to be a health alternative, but attorney James C. Kelly calls it part of the problem.

"It's being marketed as a healthy premium product because it is made from almonds, when it barely contains any almonds. The product is really developed from thickening agents to create a milk-like substitute that tastes very much like milk. The wrongdoing is really hitting home on a large scale," he said.

Ironically, his clients, Tracy Albert and Dimitrios Malaxianis are suing two of the largest almond milk producers in the U.S., Blue Diamond, and WhiteWave (WWAV), which makes Silk and So Delicious, because they've called something almond milk when it hardly contains any.

"She (Albert) is angry regarding the lack of almonds and the high amounts of carrageenan [a thickening agent]. She wants labeling changes in the industry. It will prevent other customers from being deceived and allow her and other consumers to determine how many servings to drink to achieve health benefits," Kelly said.

Albert is suing them to make them reveal that their products contain only 2% almonds. She requires them to remove their health claims.

While there are 38 almonds in half a gallon of Blue Diamond and Silk almond milks, there should actually be 144-192 almonds to finally arrive at the creamy texture. Hence, 74%-80% of these products are made of thickening agents and other additives.

"There will be several more plaintiffs added to the complaints," Kelly adds.

But Blue Diamond explains that their Almond Breeze beverage is made from an average of more than 50 almonds per half gallon. Although they are not too clear about their "formulation and processing techniques", they have ingredients and nutritional information .

"Water is the most common and highest volume ingredient in nearly all popular beverages including coffee, tea, soda, juice, and sports drinks. Cow's milk is 85% to 95% water and the same can be said for most soy and almond milks which is why our brand is not alone in responding to recent lawsuit claims," the company said.

WhiteWave too has said that their labels are clear and do not mislead the consumers.

"We think consumers know what they are getting when they buy almond milk. We believe our consumers understand that in order to make this a beverage, that there are other ingredients beyond just almonds. Like most food companies, we don't share our exact product recipes, but we provide a full and accurate ingredient list and nutrition panel on all of our products," the company said.