Despite predictions that plant-based milks would dominate, 2024 data shows a 3.2% increase in whole milk consumption in the U.S. and a 5.9% decline in plant milk. This shift reverses decades of declining dairy milk sales, reflecting changing consumer attitudes toward milk. The rising interest in raw milk, with a 17.6% jump in sales, highlights a complex evolution in the American perception of milk, influenced by health debates and market developments. John Crawford from Circana remarked on the surprising growth of dairy sales amidst a climate favoring plant-based alternatives.
By the end of the 20th century, cow's milk consumption appeared to be declining as plant-based alternatives gained popularity, but a surprising 2024 trend shows whole milk consumption is rising.
Data indicates a 3.2% increase in whole milk consumption in 2024, surpassing expectations and marking a significant turnaround in the long-standing trend against dairy milk.
John Crawford from Circana noted that the growth of dairy milk sales, especially raw milk, is surprising amidst decades of declining consumption and shifting consumer preferences.
As milk trends shift again, it seems cow's milk, previously thought to be dwindling, is reclaiming some of its prominence against plant-based milk options.
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