Real milk sales are rising: Why more families are choosing dairy

Standing in line at my local coffee shop, I can’t help but notice how many people order oat milk. But for me, nothing beats whole milk. It’s rich, creamy and makes the perfect frothy topping for my latte.

Milk is also a big part of my family’s daily routine. We easily go through two to three gallons a week.

And I’m not the only one who loves real dairy. Nearly all Iowa households (98%) consume dairy at least weekly, according to Iowa Farm Bureau’s Food and Farm Index.

In fact, one in three Iowa grocery shoppers (33%) who have tried plant-based milk say they aren’t likely to purchase it again.

It's part of a bigger shift. More and more consumers are moving away from ultraprocessed foods with long ingredient lists - and we’re seeing the trend hit the dairy aisle, too.

In 2024, whole milk consumption in the U.S. rose 3.2%, while sales of plant-based milk alternatives dropped 5.9 percent, according to market research firm Circana. Overall, dairy milk sales climbed 1.9% last year.

Real milk is making a comeback, and it’s clear why. It’s simple, wholesome and naturally delicious.

Why milk is good for you

Milk isn’t just a staple in many households. It’s also one of the most affordable and nutritious foods you can buy.

Every glass of real milk delivers 13 essential nutrients, including calcium, potassium, selenium, zinc and vitamins A, D and B12.

Plus, an 8-ounce serving of milk packs 8 grams of high-quality protein to help keep you and your family strong.

That’s why the U.S. Dietary Guidelines recommend at least three servings of real dairy – like milk, cheese and yogurt – every day for good health.

In comparison, most imitation milks don’t measure up nutritionally, which is why they aren’t recommended in the U.S. Dietary Guidelines. The only exception is fortified soymilk, which contains calcium and vitamin D.

But if you’re looking for the most natural, nutrient-packed option, real dairy is still the best choice.

Milk safety: From farm to fridge

Milk is one of the safest, more regulated foods in the U.S. It gets from the farm to your grocery store in less than 48 hours. In that short time, it goes through multiple steps to ensure it’s fresh, pure and safe for your family.

All “Grade A” milk and dairy foods that you buy at the grocery store are tested and pasteurized for safety, says Stephanie Clark, a dairy scientist, human nutrition expert and emeritus professor at Iowa State University (ISU).

Milk undergoes at least three tests and up to 17 safety checks before it ever reaches your fridge, Clark explains. If any contaminants are found, the milk is discarded and never enters the food supply.

“Consumers can rest assured that the milk supply is safe,” Clark says.

What is milk pasteurization?

Milk pasteurization is a safe, proven process that makes milk safer to drink by removing any harmful bacteria and viruses, including the bird flu virus, which can affect dairy cows.

The best part: Pasteurization doesn’t strip milk of its nutrients. It just makes it safer to drink.

The process is gentle, like giving milk a warm bath. It’s heated to just the right temperature to kill bacteria and viruses while keeping all the good stuff, like calcium and potassium.

Then milk is quickly cooled to lock in freshness and flavor. This also helps extend the shelf life, reducing food waste.

“Milk is a very healthy product and provides a whole range of nutrients,” says Terri Boylston, associate chair of ISU’s Department of Food Science and Human Nutrition. “The pasteurization process ensures safety for consumers, and farmers do a lot, too, on the farm to make sure milk is safe.”

What farmers do for milk safety

Milk safety starts right on the farm, because healthy cows produce safe, nutritious food.

Farmers take great care of their dairy cows, providing them with high-quality feed, comfortable shelter and proper care to keep them healthy and happy.

Just like people, cows sometimes get sick. When that happens, farmers work closely with veterinarians to ensure cows get the best treatment possible.

It’s important to know that only milk from healthy cows can enter the food supply, Clark says.

To keep milk fresh and safe, farmers also use technology to quickly cool it right after it’s collected. In fact, many farmers have systems that can flash-cool milk in just seconds, helping to maintain its quality until it reaches your fridge.

How can I ensure the milk I drink is safe?

As consumers, we play an important role in keeping our food safe.

Nutrition experts recommend drinking pasteurized milk to reduce the risk of food-borne illness, especially for young children, older adults and people with weakened immune systems. Pasteurization makes milk safer without losing its nutritional value.

Once you bring your milk home, make sure to refrigerate it right away. Keeping milk and other dairy products cold helps prevent spoilage and keeps the flavor fresh.

With its essential nutrients and strict safety measures in place, you can feel confident that the milk you drink is safe and wholesome.

So next time you grab a carton, or order a latte, know that real milk isn’t just a delicious choice for your family. It’s a smart one, too.

To learn more about how Iowa farmers work to ensure meat quality, food safety and farm animal care, visit www.realfarmersrealfoodrealmeat.com.

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Learn more about author Teresa Bjork here.