It reports per capital consumption fell at a faster rate during the 2010’s than in each of the previous six decades.

Researchers say drinking milk as a beverage is the primary way people of all ages consume milk. They say on a given day in 2003 and 2004, people drank about a half a cup equivalent a day. But that declined to about 0.3 of a cup per day in 2017.

They also say per person consumption of milk with cereal also fell, with the steepest drop in consumption among children.

Oatly Ads Banned in UK

Some people have been turning to plant-based beverages to add to their cereals or that morning cup of coffee. But one now has several advertisements that are banned in the United Kingdom.

Oatly has recently been told not to repeat some of its ads in the UK. It comes after complaints to the “Advertising Standards Authority” where upheld. Over the past year, the company has run a series of ads comparing the carbon footprint of meat and dairy to Oatly’s plant-based beverage.

In one add Oatly claimed its product generates 73% less CO2 than cows’ milk. The ASA said the TV ad was misleading because Oatly based the claim on comparing one of its products will full cream milk.

Oatly also conducted a social media ad campaign stating that quote “The dairy and meat industries emit more CO2 than all the world’s planes, trains, cars, boats, etc., combined.”

The ASA also saying that was not a fair comparison. Oatly says it has no plans to repeat the claim and has removed posts making similar claims.