Dairy Milk Makes a Surprising Comeback in 2024

In an unforeseen twist in the dairy industry, milk sales and consumption witnessed an upsurge in 2024. Despite the growing presence of plant-based alternatives like almond and oat milk, dairy milk has made a notable comeback. According to Circana, a research firm, there was a 2% increase in sales, taking the market to $17.1 billion in 2024.

Consumption Trends

Whole milk consumption recorded a 3.2% rise, marking only the second increase since the 1970s. Simultaneously, the consumption of plant-based milk fell by 5.9%, highlighting a consumer shift back to traditional milk. A significant 17.6% increase in raw milk sales also contributed to this trend, although health organizations like the CDC and FDA continue to advise against its consumption due to health risks.

Factors Driving the Resurgence

The resurgence of dairy milk can be attributed to changing American dietary priorities, with more emphasis on hydration, protein, and healthy fats. Furthermore, plant-based milk is often costlier and classified as ultraprocessed foods, which some health-conscious consumers are beginning to avoid. In addition, dairy products, including yogurt and cheese, have seen increased consumption.

The National Milk Producers Federation remarked that consumers are becoming aware of misleading claims from plant-based beverage companies, leading them to rediscover dairy as a healthy and sustainable option. Additionally, cultural shifts such as renewed interest in 'traditional' roles have played a part in this resurgence, especially among women.