It's not surprising at all. Dairy industry has for long time pushed various flavoured milk drink on schoolchildren and now with war on obesity it stopped being viable. There was long lasting myth about milk preventing bone fractures and osteoporosis and when someone finally decided to do a study on it [0][1], these claims fell apart too. Vegans are another factor. People drink milk now because they actually like, instead of drinking it for some dubious health benefits. And that's fine.

[0]: https://www.ncbi.nlm.nih.gov/pubmed/9224182 [1]: https://jamanetwork.com/journals/jamapediatrics/fullarticle/...