For 40% of consumers, health is a key motivation for turning to dairy products, in which they associate dairy with ingredients that are rich in nutrition. The popularity around dairy products demonstrates that consumers value dairy as playing a vital role in an overall well-balanced and healthy diet.
Despite the market volume of milk decreasing across the last couple of decades, it still remains the most popular kind of dairy product. For instance, in 2021, 61% of consumers turned to fresh milk at least weekly. Importantly, the number of consumers turning to these products has remained fixed over the last few years, which indicates that while people have been working on improving their health through their diet, they are not necessarily cutting down on their intake of fresh milk.