Because the market is swamped with sugar beverages disguised as "vitamin water" and "energy drinks," milk is no longer the American household staple. Milk consumption has been declining rapidly, and while all sorts of reasons are trotted out, the reality is that people have become educated just enough that they are suspicious of grocery store milk due to the use of recombinant bovine growth hormone (rBGH) in cattle to boost milk production at decreased costs.