After years of decline, dairy milk is making a strong comeback. Once seen as outdated in a world leaning toward plant-based alternatives, cow’s milk is now regaining popularity among health-conscious and mainstream consumers alike.
Recent data shows that U.S. sales of traditional dairy milk have increased for the first time in over a decade, while interest in plant-based milks—such as oat, soy, and almond—has begun to decline. According to The Financial Times (15 May 2025), this shift isn’t just a fluke, but a result of the dairy industry evolving to meet changing consumer demands.
What’s driving the return? For starters, the conversation around health has changed. Concerns over fat content, once a major sticking point, have given way to new priorities like protein intake and reducing highly processed foods. Dairy milk, with its naturally occurring calcium and vitamin D, is once again being seen as a nutritious, wholesome option—especially as plant-based drinks often rely on additives like stabilisers, emulsifiers, and sweeteners.
The dairy sector has also tackled one of its biggest challenges: lactose intolerance. A surge in lactose-free and reduced-lactose products means that more people, including those from communities more likely to experience dairy sensitivity, can now enjoy the benefits of milk without discomfort. This segment is now growing faster than the entire plant-based milk category.
Of course, there are still headwinds. Issues like supply chain disruptions, an ageing dairy herd, and reductions in food safety oversight could impact future growth. But the momentum shows that with adaptation and innovation, even traditional industries can reclaim their place in a fast-changing market.
This article draws insights from “How Milk Got Its Mojo Back” by Brooke Masters, originally published in the Financial Times on 15 May 2025.