Milk Fat Matters More Than You Think.
Are You Leveraging It?

When shoppers buy dairy milk, fat type matters. In fact, it's the second most important factor shoppers consider after choosing a milk type, such as traditional, lactose-free, or flavored milk.¹

Within dairy milk, four distinct fat levels serve different shopper needs and occasions.

• Higher-fat milks, like whole and 2% reduced fat, are often associated with cooking and indulgence and spike in sales during the Q4 holidays²,³
• Lower-fat options, such as 1% low fat or fat free / skim, tend to align with drinking and wellness goals and peak during the early months of the year ²,³

Shoppers aren't choosing just one fat type either. Nearly half of milk buyers purchase two or more fat levels, accounting for almost 60% of all dairy milk volume sold.⁴ Shopper preferences also change throughout the year based on season, household needs, and how milk is being used.

Key takeaway: Offering a full range of fat levels helps retailers meet more shopper needs and capture more sales. For brands in complementary categories, different milk fat levels create opportunities to connect with distinct usage occasions—from wellness-focused routines to cooking, baking, and everyday enjoyment.

Sources: 1) MilkPEP + Radius Dairy Milk Shopper Qualitative & Quantitative Research, December 2024, n=689; 2) 2024 IFIC Consumer Research: Understanding Fluid Milk & Dairy Food Consumption Patterns to Enhance Diet Quality & Nutrition Equity; 3) Circana Unify+, Total US MULO+, White Milk by Fat Type, Volume Sales, indexed according to rolling 4 weeks in CY 2025; 4) Circana Panel, Total US All Outlets, White Milk by Fat Types, 52 WE 3/22/26

Whole Milk Is Winning With Today’s Consumers.
Here’s What’s Behind the Shift.

Whole milk is gaining momentum as consumers increasingly prioritize real food, protein, and nutrient-dense nutrition. As perceptions of dairy fat continue to evolve, whole milk is strengthening its place as a staple in today's shopping basket. This growth reflects broader changes in how consumers think about healthy eating:

• Many shoppers are looking for foods that feel less processed and provide lasting satisfaction 
• Whole milk aligns with several priorities driving food choices today, including taste, versatility, and nutrition
• Consumers remain divided on which milkfat is "healthiest," with preferences varying based on personal goals and household needs rather than following a one-size-fits-all approach

The result is a category where whole milk remains highly relevant across a wide range of consumer and shopper needs.

Key takeaway: whole milk's momentum creates opportunities for retailers and complementary brands to connect with shoppers seeking real food and satisfying nutrition. It also creates an opportunity to reinforce the nutritional benefits of dairy milk across all fat types.

Sources: USDA Fluid Milk Reporting, actuals through December 2025; Circana MULO+ with Convenience, 52 weeks ending 4/19/2026; MilkPEP Whole Milk Survey conducted by Radius, February 2026 (^after exposure to the new guidelines); DGA Awareness Survey, DMI, February 2026; www.dietaryguidelines.gov