Consumer trust and nutrition drive steady rise of real milk demand
The dairy market showed a clear shift in 2025 as real milk continued to strengthen its position while plant-based beverages experienced another year of decline. Retail data showed that fluid milk sales remained steady, while alternatives made from almonds, soy, and other ingredients dropped by about six percent compared to the previous year. This marked the fourth consecutive year of declining sales for plant-based drinks.
Since reaching a peak in 2021, plant-based beverages have lost nearly one fifth of their sales volume. As a result, real milk increased its share of the combined dairy and alternative beverage market, reaching more than ninety percent. This steady rise highlights a gradual change in consumer behavior and purchasing decisions.
Many consumers are focusing more on value, nutrition, and product transparency. Real milk is often seen as a natural source of protein, calcium, and other essential nutrients. In comparison, some plant-based beverages contain added ingredients and processing methods that raise questions among buyers who prefer simple and familiar foods. This growing interest in real food and balanced nutrition has helped dairy maintain its strong position.
However, plant-based beverages remain part of the market. Almond-based drinks continue to hold the largest share among alternatives, although their sales declined. Soy-based products also fell, while oat-based beverages showed modest growth, indicating that some consumers still prefer non-dairy options for personal or dietary reasons.
The ongoing discussion around labeling and nutrition has also influenced the market. Supporters of dairy argue that clear standards of defining milk as an animal-based product could reduce confusion among consumers. As nutrition awareness grows, more people are evaluating products carefully and making choices based on trusted information.
Overall, the 2025 market results show a gradual but steady shift toward traditional dairy. While alternatives will continue to exist, real milk remains dominant due to its established nutritional reputation, affordability, and long-standing consumer trust. Industry observers suggest that this trend reflects a broader movement toward practical food choices and increased attention to nutritional value.
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