As of 2010, the average American drank 20.4 gallons of milk in a year. Milk was the fourth most popular drink of choice. Americans drank more carbonated soft drinks, bottled water and beer than milk that year.
A 2013 study found that, while Americans usually drank a full eight-ounce glass of milk when they drank milk, they drank it less frequently. They were less likely to drink milk with lunch or dinner than Americans did in the past. This reduction in milk consumption is attributed to competition from soft drinks, bottled water and fruit juices. Alternatives to cow's milk, such as soy and nut milks, have also reduced milk consumption.