Milk Is Headed for Its Strangest Year Yet

After decades of declining dairy consumption, milk is making a surprising comeback in the U.S. Sales of whole milk rose by 3.2% in 2024, while plant-based milk sales dropped by 5.9%. Factors driving this shift include changing nutritional priorities, concerns over ultraprocessed foods, and the resurgence of traditional values in American culture.

The Make America Healthy Again movement has positioned raw milk as a symbol of freedom against government regulations. Milk has unexpectedly become a political and cultural battleground in 2025, with raw-milk advocate Robert F. Kennedy Jr. awaiting confirmation as Health and Human Services secretary. At the same time, social media influencers are promoting dairy consumption, with Gen Z rediscovering unhomogenized and full-fat milk. High-profile endorsements—from Nicole Kidman’s cinematic milk moment to Hailey Bieber’s skincare campaign—have helped reinvent milk as trendy and aspirational.

However, raw milk remains controversial due to its health risks, including exposure to bacteria and avian flu concerns. Meanwhile, fashion and conservative ideals have embraced the milkmaid aesthetic, tying milk to femininity, purity, and tradition.

Whether this revival is a short-lived trend or a lasting shift, milk has undeniably reclaimed its place in both grocery aisles and cultural conversations in 2025.

Source: New York Times