Part of the problem for them is the fact that the idea of Milk being good for you, has faded.
They need to bring back the “Milk: It does a body good!” commercials from the 70’s................
American Milk is too heavily processed. Milk in general is okay.
I believe the other major factor is that we do not eat as much cereal as we used to back in the 1970’s.
Therefore, we don’t consume as much milk.