MADISON, Wis. – Americans have always enjoyed drinking milk, but lately, alternatives to dairy milk have been cropping up. From almond to soy to rice, milk alternatives have become more popular, Wisconsin Public Radio reports. The global market for nondairy milk topped $5 billion in 2014, and is on track to nearly touch $10.9 billion by 2019, according to BCC Research.

“There’s quite a number of people with dairy allergies, and there’s quite a number of people who are vegetarian or vegan who don’t necessarily want to drink dairy,” said Dean Kallas, grocery category manager at the Willy Street Co-op.

According to Nielsen, alternative milks have been embraced by mainstream America. “On the whole, almond milk has grown about 8% year on year,” said Jordan Rost, vice president of consumer insights at Nielsen. “And that’s in contrast with the overall milk category contracting at about the same rate.”

The growth of these nondairy milks has sent the dairy industry into a tizzy. “It’s not only the almond milk—it’s the soy, it’s the rice, it’s all the different varieties of stuff. [And] now you have juices as well in the dairy case,” said Tina Hinchley, a dairy farmer and member of the Wisconsin Milk Marketing Board. “Anything that’s different [and] that kids can consume that’s in competition with milk is hard on our industry.”