Society is changing. As the baby boomer generation ages, and slowly leaves this world, a new force of consumers is emerging and challenging the way the dairy industry does business.

While protein consumption in the United States generally meets the minimum requirements, emerging research indicates a higher-protein diet — while staying within the range of 10% to 35% of total calories (the amount for weight management) — may have benefits for certain populations.

What do botox and tattoos have to do with marketing and packaging of dairy foods and beverages? At first glance, not much. But stick with this essay about the baby boomers and their children, and the connection becomes clear.

The post-World War II baby boom led to a population increase, a need for diversity and a change in cultural identity. Baby boomers (born from 1946 to 1964) have turned into “beverage boomers” who seek a healthy, well-balanced diet and practice a better-for-you lifestyle. These Beverage Boomers are changing nondairy beverages.