Dairy is in a strong position with today’s consumers, and the momentum is real. At a time when shoppers are watching their budgets more closely and paying closer attention to what they eat, dairy continues to deliver on what matters most: taste, nutrition, and everyday practicality.
Consumer research shows that people want foods that are affordable, enjoyable, and easy to use, while still supporting their health goals. Midwest Dairy works with Mintel and Circana, both premier market research firms that track consumer behavior.
Data Shows Consumers Love Dairy
According to Mintel, these priorities are shaping how shoppers think about sustainability and value. Dairy checks all three boxes, and consumers recognize it.
In fact, Midwest Dairy’s own research shows strong agreement among consumers across our 10-state region. Nearly nine in 10 say they love dairy, and more than 70% view dairy as an affordable option for their families. Even more important, consumers associate dairy with health and nutrition: 84% say dairy is nutritious, 82% recognize it as a good source of protein, and 88% say they regularly cook and bake with dairy at home.
That confidence is showing up at the store. According to Circana, dairy volume growth in 2025 was driven by value-added products that align with evolving needs, particularly high-protein and lactose-free options. Lactose-free milk grew more than 7%, yogurt nearly 9%, and cottage cheese posted standout growth of almost 15%. Even familiar staples like butter, natural cheese, and cream continue to grow, reinforcing dairy’s relevance across meals and occasions.
Challenges for Dairy
That said, the picture isn’t without challenges. Midwest Dairy research shows that some consumers remain uncertain about dairy’s sustainability practices. Just over half agree that dairy products are environmentally friendly or come from cows that are treated humanely. Perceived sensitivities, especially among younger consumers like Gen Z, also continue to influence purchasing decisions. While dairy sales still far outpace alternatives, some shoppers turn to substitutes due to perceived digestibility or environmental concerns.
Milk consumption remains a pressure point, down slightly in 2025, and broader headwinds such as potential changes to dietary guidelines, inflation, tariffs, and job market uncertainty could affect future demand.
Despite the potential challenges, the opportunity ahead is clear: consumers already value dairy for what it delivers. By continuing to share how dairy is produced, how farmers care for their animals and land, and how dairy fits into modern lifestyles, we can build trust, address misconceptions, and keep dairy growing with the next generation and beyond.