It is of course anecdotal, but I have noticed a major shift in consumer trends toward dairy products in the last several months. This is definitely something for the dairy industry to capitalize on.

Gone are the days when consumers painted dairy products with an “unhealthy” brush, and has been replaced with a growing perception that dairy is a “super food.” Most publicized has been cottage cheese’s great year-over-year sales growth, according to Circana data. But thanks to overall health and wellness trends, consumers are starting to see what dairy products provide that many other beverages do not, namely calcium, high-quality protein, vitamin D, phosphorus, vitamin A, riboflavin, vitamin B12, pantothenic acid, niacin, zinc, selenium, iodine and potassium. 

That’s a “baker’s dozen” worth of huge benefits right there. Although there was a disconnect in prior years regarding the benefits these ingredients provide, consumers have taken notice of dairy’s tremendous benefits, following the big GLP-1 trend taking place today. Dairy significantly plays a huge role in weight management, bone health, heart health, digestive health and more. 

“Dairy products play a crucial role in a healthy diet, offering a diverse array of vital nutrients that contribute to overall well-being. From milk and cheese to yogurt and butter, dairy is a versatile food group with numerous health advantages,” The Dairy Alliance states on its website. 

We have reached a seminal moment for dairy. I vividly recall the days when fat was considered the enemy. In fact, Nabisco’s SnackWell’s, known at the time as a great-tasting, low-fat food, overwhelmed the pantries at my house growing up. Today, perceptions have taken a 360-degree turn. 

“The arguments against dairy fat are no longer legitimate. And the widespread availability of lactose-free milk and dairy, which is exploding in popularity, means dairy is more accessible than ever to all people and all dietary needs,” IDFA president and CEO Michael Dykes noted in a letter to the Dietary Guidelines for American Committee last year. 

Growing up in the 1980s and 1990s, I never could have imagined any bill similar to the Whole Milk for Healthy Kids Act would ever be proposed, much less passed by the U.S. House Committee on Education and the Workforce. The bill, approved by a 24-10 vote in February, would allow for whole (3.25%) and reduced-fat (2%) milk to once again be served in school cafeterias.

“Today’s strong, bipartisan passage of the Whole Milk for Healthy Kids Act in the House Committee on Education and the Workforce demonstrates the widespread support the bill enjoys in Congress, and among parents, nutritionists and school meals professionals alike. After more than a decade of waiting, it’s time to lift the ban on whole and 2% milk and give children more nutritious choices in school cafeterias. IDFA is grateful to U.S. Reps. Thompson, Schrier and the 98 additional bill cosponsors for their leadership on this issue. We urge the full House and Senate to pass the Whole Milk for Healthy Kids Act,” Dykes affirmed after the Feb. 12 U.S. House vote.

Let’s keep getting the message out that dairy is a super food. Anything that can provide the aforementioned benefits, plus immune health support, muscle mass and more, at an affordable price, sure sounds super to me.