The United Kingdom dairy industry is in crisis, and Chief Executive of United Dairy Farmers David Dobbin says millennials are the reason why. According to a recent study, the number of vegans in Britain has increased by 360 percent in the last decade—a statistic driven by those in the 15 to 34 age bracket. “It’s a demographic time bomb,” Dobbin said at a recent conference in Belfast. “If we don’t address the problem now, then we are facing a fall-off in demand for dairy.” Dobbin plans to launch a campaign to promote the health benefits of consuming dairy three times a day, despite scientific research that has debunked numerous myths regarding the benefits of dairy consumption. Conversely, plant-based dairy alternatives are experiencing record growth. The dairy-free market is expected to grow to $35 billion by 2024, and large dairy companies have moved into the plant-based industry to stay competitive, as evidenced by Danone’s recent acquisition of WhiteWave Foods, the umbrella company to vegan businesses So Delicious, Vega, and Silk.