Dairy milk makes a comeback

We've gone from soy to oat to almond to pistachio, and now we're back to just regular milk.

• The big picture: "By the end of the 20th century, it seemed like cow's milk was over," The New York Times' Julia Moskin writes.

But in 2024, America's consumption of whole milk jumped 3.2%, while consumption of plant-based milk dropped 5.9%, The Times reports, citing market research firm Circana.

• That was only the second increase in whole milk consumption since the '70s. And it was the third straight year that plant-based milk consumption fell.

📈 The money quote: "For dairy milk to be growing at all is surprising, much less by these numbers. … This reverses trends that have been in place for decades," John Crawford, Circana's dairy expert, tells the Times.

Driving the news: Nut and plant milks aren't cheap, though coffee chains like Starbucks and Dunkin' have been ditching the extra charge for nondairy milks.

• Plus, many come with sweeteners, emulsifiers and stabilizers, which makes them another ultra-processed food, Moskin notes.

At the same time, Americans have started prioritizing protein and healthy fats — both of which can be gleaned from cow's milk.

👀 Between the lines: Interest in raw milk is also spiking. Circana says sales skyrocketed by 17.6% in 2024.

• Raw milk has become a common rallying point for right-wing media and wellness influencers, Axios' Natalie Daher reports.
• But federal health officials say the lack of heating and pasteurization poses risks, like exposure to harmful bacteria such as E. coli and listeria — a concern that's been amplified by bird flu spreading among dairy cattle.

💡 The bottom line: Just plain old milk is making a comeback in grocery stores and on social media.

• For many members of Gen Z and Gen Alpha, who grew up surrounded by milk alternatives, cow's milk is the hot new thing.