Protein-focused milk brands are gaining sales in the US
Sales data compiled by Circana through July 12th 2026 show strong growth among several US milk brands associated with higher protein, organic production or digestibility. Fairlife sales rose 11.3% to $1.04bn, while Horizon increased 14.2% to $796.5m. Organic Valley sales grew 20.9% to $364.4m, A2 Milk rose 30.6% to $123m and Maple Hill climbed 42.9% to $50.4m. Unit sales increased for each of those brands.
Private-label milk remained the largest category, with $9.77bn in sales, up 0.2%, despite a 0.5% decline in units. Hood recorded $1.31bn in sales, up 3.4%, and Fairlife sold 191.6m units, an increase of 2.8%. Horizon sold 109.5m units, up 7.3%; Organic Valley sold 56.3m, up 17.2%; A2 Milk sold 22.9m, up 29.3%; and Maple Hill sold 6.6m, up 36.7%.
Dairy Farmers of America is promoting the nutritional content of milk through product development and partnerships with Disney and General Mills. Its Alta Dena brand has introduced a high-protein milk containing 13 grams per serving. Rebecca Heagney, DFA’s senior director of dairy-brand marketing, said that consumers were seeking less-processed and more satisfying choices rather than simply avoiding fat, renewing interest in products such as whole milk.
Horizon Family Brands is highlighting protein in its refrigerated and shelf-stable products. The Broomfield, Colorado-based company has introduced dairy creamers and shelf-stable 1% chocolate-milk cartons with no added sugar. The products are lactose-free and contain 8 grams of protein per serving. Nicole Pavlica, the company’s senior director of brand marketing, said that wider use of GLP-1 drugs had increased demand for nutritionally dense foods, including milk, although few consumers knew that a serving already contained 8 grams of protein.
Protein drinks are also being reformulated around milk. PepsiCo changed its Muscle Milk protein-shake range this year to use ultrafiltered milk and removed artificial sweeteners, flavours and colours. The drinks contain between 26 and 42 grams of complete protein per serving. Marissa Pines, PepsiCo’s vice-president and general manager for the Gatorade brands, said: “Protein has never been more popular, but it has also never been more confusing.”
Other launches include Galliker’s seasonal Orange Dream Milk, made with whole milk and containing 16 grams of protein per bottle, and Nurri Kids, which provides 10 grams of protein and 2 grams of sugar per eight-ounce serving, with no added sugar. Maola Local Dairies has introduced Maola More, a line of ultrafiltered milk with more protein, less sugar, no lactose and prebiotic fibre, sold in a half-gallon format.
Flavoured milk brands also recorded gains. Private-label sales reached $481.6m, up 2.5%, while Fairlife generated $285.2m, up 6.4%. Shamrock sales rose 19.5% to $62.8m, Maola increased 30.2% to $22.7m and Mayfield grew 29.7% to $21.4m. Unit sales fell 1.6% for Fairlife but rose 15.6% for Shamrock, 22.4% for Maola and 29.4% for Mayfield.
Prairie Farms is promoting milk through associations with tradition and sport as well as nutrition. The Edwardsville, Illinois-based company produced about 200m half-pint packages featuring commemorative artwork for the Indianapolis 500 for distribution in schools. It also made special bottles showing historic race moments for retail partners. Raquel Melo, DFA’s vice-president of dairy-brand innovation, said: “Protein will continue to matter, but the major opportunity is to reinforce what milk already does well—deliver strong nutrition with good taste—making it more relevant to today’s lifestyle.”
