Whole milk consumption shakes up U.S. dairy expectations -- only the second increase since the 1970s

Whole milk sales increased 3.2%
in 2024. (Adobe Stock photo)

After two decades of soy, almond and oat milk sipping away at cow milk dominance, U.S. consumers have turned back to an old staple. "In 2024, U.S. consumption of whole milk rose by 3.2 % — only the second increase since the 1970s," reports Julia Moskin of The New York Times. "Consumption of plant milk fell 5.9%."

U.S. consumers' views about where cow milk fits in -- or doesn't -- in the American diet have vacillated from a nutritional staple to one of many "milk" options. Last year's sales increase marks another shift. Marketing dairy expert John Crawford told the Times, "For dairy milk to be growing at all is surprising, much less by these numbers. . . .This reverses trends that have been in place for decades.”

Consumers choosing whole cow milk again is likely a combination of cultural and nutritional changes. Ten years ago, white cow's milk was considered boring and soy milk was a Starbucks darling. Times have changed. In 2025, a movie scene featuring Nicole Kidman gets an electric "jolt" when Kidman downs a glass of white milk in a cocktail bar. Moskin adds, "Other consumers have taken issue with plant-based milk's long ingredient lists. . . which health-conscious and science-skeptical Americans are learning to avoid."

Some Gen Zers are trying whole milk for the first time, with some taking to social media to share their discovery. "Peggy Xu used to post wide-ranging food content on TikTok, but it was only once she began drinking whole milk on camera that her following took off. . . . She has had to explain [milk] basics to her viewers," Moskin reports. Xu told her, "People were so curious. They don’t know what milk is anymore.”