animal milks in terms of greenhouse gas emissions, land and water use. Nutritional comparison with cow's milk Many plant milks aim to contain the same proteins, vitamins and lipids as those produced by lactating mammals. Generally, because plant milks are manufactured using processed extracts of the starting plant, plant milks are lower in nutrient density than dairy milk and are fortified during manufacturing to add precise levels of micronutrients, commonly calcium and Vitamins A and D. Animal milks are also commonly fortified, and many countries have laws mandating fortification of milk products with certain nutrients, commonly vitamins A and D. Packaging and commerce Plant-based milks have emerged as an alternative to dairy in response to consumer dietary requests and changing attitudes about animals and the environment. Huffington Post stated that due to health and environmental reasons as well as changing consumer trends, more individuals regularly buy non-dairy alternatives to milk. Between 1974 and 2020, dairy milk consumption of people aged between 16 and 24 in the United Kingdom decreased from 94% to 73%. In Australia, there is decreased confidence within the dairy industry, with only 53% being optimistic in the future profitability and demand for dairy products as per a Dairy Australia report. To improve competition, plant milks are typically packaged in containers similar to those of dairy milks. A scientific journal article argued that plant-milk companies send the message that plant milks are 'good and wholesome' and dairy milk is 'bad for the environment', and the article also reported that an increasing number of young people associate dairy with environmental damage. There has been an increased concern that dairy production has adverse effects on biodiversity, water and land use. These negative links between dairy and the environment have also been communicated through audiovisual material against dairy production, such as 'Cowspiracy' and 'What the Health'. Animal welfare concerns have also contributed to the declining popularity of dairy milk in many Western countries. Advertising for plant milks may also contrast the intensive farming effort to produce dairy milk with the relative ease of harvesting plant sources, such as oats, rice or soybeans. In 2021, an advertisement for oat milk brand Oatly aired during the Super Bowl. In the United States, plant milk sales grew steadily by 61% over the period 2012 to 2018. As of 2019, the plant-based milk industry in the USA is worth $1.8 billion per year. In 2018,