Goodbye, Dairy Farms. Hello, Lab Milk.
The signal: Years ago, the thought of drinking lab milk made our stomachs turn. But recent developments in alternative milk have changed our minds. RethinkX’s recent Food and Agriculture report estimates that the cow milk industry will be near bankrupt by 2030, with a major disruptor being milk made with precision fermentation.
Milk is losing its footing
Milk consumption has been not-so-slowly falling for years, and it’s starting to hit home. Borden Dairy, a 163-year old milk processor, filed for bankruptcy protection last month. In November, Dean Foods — America’s largest milk producer — did the same. The smaller players aren’t in the clear, either: 94k dairy farms have gone out of business since 1992. Meanwhile, farm debt is at a record high ($416B).
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Don’t press snooze on this opportunity: sleep supplements
The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements, popular insomnia drugs having their patents expire, companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The alternative milk market is getting frothy
The signal: As more people wave goodbye to dairy, alternative milk is slowly taking over; it has already cornered 13% of the market. With the exception of soy milk, all of the alt-milks have been on the up, with some of the newer entrants including hemp milk and pea milk. Other alt-products are getting attention, including cashew cheese, with 18100 searches per month.
Capitalizing on the Airpods market, making more money than Shopify
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.
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