Dairy milk is making a turnaround as studies indicate it provides the hydration, protein and healthy fats nutritionists tell us we need. According to Circana, U.S. whole milk consumption was up 3.2% last year while consumption of plant-based milk fell for the third straight year, this time by 5.9%.
Thse figures are the highest for traditional milk since 2019. And that’s good news for farmers.
“Class I milk is the most profitable in a milk check and whole milk drives Class I utilization, so it’s clear where the focus needs to be,” Tom Venesky wrote in Lancaster Farming. Venesky said marketing by the group 97 Milk also has been a major factor amid the drive to get whole milk back into schools.
“Plant-based beverages are losing market share to milk, as in real, recognizable-to-your-grandmother, dairy-from-a-mammal milk,” the National Milk Producers Federation reported.
“It means that people who are seeking truly healthy, sustainable products are rediscovering dairy.”
Protein Trend Boosts Milk Consumption
The NMPF called on the federal government to enforce its own standards, accusing plant-based milk producers of disregarding Food and Drug Administration rules and using dishonest marketing.
“Some consumers simply view dairy milk as a more natural alternative. This trend isn’t limited to plant-based milk; vegan products as a whole have faced increasing scrutiny,” Riani Kenyon, consumer behavioral analyst at Canvas8, told The Food Institute.
“A combination of economic pressures, greater awareness of ultra-processed dairy-free alternatives, and shifting consumer priorities is prompting some people to adopt a more ‘flexitarian’ approach.”
Registered dietitian Trista Best of Balance One Supplements said renewed interest in whole milk, and dairy in general, can be attributed to the rise of high-protein diets, functional foods and digestive health.
“Dairy-based milk has long been valued for its calcium, vitamin D, and protein content. Full-fat dairy, which has been avoided due to fat content, has started to pick up in sales as a way of fueling the body and heart health benefits,” Best said.
The New York Times noted just labeling milk “milk” isn’t enough anymore. Darigold, a huge operation in the Northwest, labels one of its products “classic milk.” Among the other choices are organic, humanely raised, ultrafiltered, caffeinated and protein-enhanced. Even chocolate milk has gotten a thumbs up from several studies published since 2008 that found it was just as beneficial to athletes as the lab-created concoctions said to enhance performance. Some of the studies were partially funded by the dairy industry.
The Raw Milk Debate
Incoming Health Secretary Robert F. Kennedy Jr. is a huge fan of raw milk despite the potentially life-threatening pathogens that may be present without pasteurization. And though raw milk is unlikely to go mainstream, it is an ingredient in some products, including artisanal cheeses and kefir.
Another reason for growth may be economic. Plant-based beverages are more expensive than traditional milk and contain stabilizers, sweeteners and other additives.
Influencers also may be a factor with Gen Zers, who grew up on plant products, tasting whole milk for the first time, the Times reported.
“People were so curious,” Peggy Xu, 26, who drinks milk on camera tagged #milktoc, told the Times. “They don’t know what milk is anymore.”
Best said, however, milk is not for everyone.
“There are serious drawbacks to this increase in milk consumption and include digestive discomfort for those with lactose intolerance and the potential for weight increase due to calorie density and fat content,” Best told FI. “Dairy milk can be beneficial for health in moderation, specifically for bone and heart health, but this is individualized.”
The Food Institute Podcast
When it comes to data in the food-away-from home sector, what are the major challenges and opportunities companies are facing today? Tibersoft’s Chris Hart joined The Food Institute Podcast to discuss how collaboration and data interoperability will be a key theme for the foodservice sector in the years to come.
