After years of growth in plant-based beverages, whole milk consumption in the United States increased by 3.2 percent in 2024, while plant-based alternatives such as soy, hazelnut, and oat milk declined by 5.9 percent. This is only the second time since the 1970s that cow’s milk has seen an increase. The trend is linked to the high cost of plant-based beverages, the growing focus on protein and healthy fats, and the debate over the quality of ultra-processed foods considering that many plant-based “milks” contain sweeteners, emulsifiers, and stabilizers.
For Gen Z and Gen Alpha, cow’s milk is now a novelty to be rediscovered especially in the context of the emerging “Make America Healthy Again” movement that focuses on issues such as promoting healthy lifestyles, food quality, food safety, environmental sustainability, and government accountability on these issues.
Interest in raw milk is also increasing, despite the well-documented health risks. “Raw” milk refers to a version of the product that has not been pasteurized, a process by which it is treated with heat to kill off pathogens and extend shelf life. Germs found in raw milk – like Salmonella, E. coli, Listeria, and Campylobacter – can cause food poisoning and serious injury to those with compromised immune systems, such as children, pregnant people, or cancer patients. Recently, a new movement called “Make Raw Milk Legal Again” has emerged advocating for its legalization, as part of the new policies promoted by the Trump administration and Health Secretary Robert F. Kennedy Jr.
According to dairy experts, producers are already cranking out new types of milk amidst the increased demand, such as organic, free-range, ultrafiltered, caffeinated or protein-enhanced versions of the product. Dairy producer Darigold offers consumers so many variations that the basic product that pasteurized cow’s milk is now labeled “Classic Milk.”
