Wisconsin Dairy Industry Benefits from Increased Milk Consumption
Wisconsin dairy industry stands to benefit from increased health consciousness, milk consumption.
Published December 8, 2025

As Americans continue to become more health-conscious, the Wisconsin dairy industry stands to benefit from an increase in milk and whole milk sales.

The trend, which reverses an almost decade-long decline in milk sales, has followed Americans, and younger generations in particular, prioritizing health and wellness when making food choices.

A survey conducted by Ipsos in late 2024 found that large majorities of Americans were prioritizing eating healthier heading into 2025, but Americans aged 18-34 were by far the most likely to have it top their list of New Year’s Resolutions, with around 84% making it a part of their resolution, a 14% increase from the previous year.

Consumers’ increased interest in dairy has reportedly followed a desire for more protein in their diet and healthy fats, which both milk and other dairy products like cottage cheese provide. 

Health Secretary Robert F. Kennedy Jr. has emphasized Americans making better dietary decisions as a part of his ‘Make America Healthy Again’ initiative. (RELATED: Aaron Rodgers Lists $3.7M Wisconsin Estate as He Fully Moves On From Green Bay Era)

“The more protein, the better. Consumers are all about that,” Leonard Polzin, dairy markets and policy outreach specialist for the University of Wisconsin-Madison’s Division of Extension, said. “The other portion is kind of a shift towards healthy fats too. So for example, cottage cheese is having a real moment right now.”

Americans’ renewed focus on health and wellness, aided by the Trump administration, has resulted in the first year-over-year increase in milk sales for only the second time in 50 years. The increase was largely driven by an increase in whole milk sales, which rose 3.2% in 2024.

Karen Gefvert, chief policy officer for the Green Bay-based Edge Dairy Farmer Cooperative concurred that the shift to whole milk has been driven by the MAHA initiative, reflecting a desire for foods that are less processed.

“There are a ton of really great things in whole milk, and I think that’s resonating with consumers,” Gefvert said. (RELATED: Wisconsin Farmers in Dire Straits to Close Out 2025)