At a recent conference in Glasgow, experts discussed the public’s ever waning interest in dairy products in favor of vegan alternatives. They warned that if the current anti-dairy message persists, then the industry could cease to exist within the next 10 years.

Livestock sustainability consultant, Dr Judith Capper stated that, despite vegans only making up a small proportion of the population, they still have a loud voice that’s being heard by the masses. Capper claims, ‘There is a need in the dairy sector for some myth-busting. If consumers don’t buy our products – milk, cream, butter, cheese etc – we will not have a dairy industry in five to 10 years.’

Despite Capper’s belief that the dairy industry needs to bust myths, many people are choosing to ditch dairy for health reasons most of which are backed up by credible scientific research. 75 percent of African Americans are lactose intolerant, and Harvard cites dairy as the number one source of saturated fat. High levels of saturated fat in your diet can lead to serious health problems such as heart disease, and diabetes. Research seems to suggest that there aren’t any myths that need to be busted.

The vegan milk market is booming, and is expected to exceed $34 billion in value by 2024. According to a survey, 30% of all brits are looking to give up dairy this year. It’s impossible to tell whether the vegan voice will have such a big impact on the dairy industry that it will disappear within the next decade, but its momentum certainly doesn’t appear to be slowing down any time soon.