U.S. dairy is gaining ground—on shelves, on menus and in consumer trust—thanks to renewed momentum from the Dairy Checkoff, industry leaders say.
Reflecting on a year of nationwide engagement and measurable market gains, dairy promotion leaders report that the Dairy Checkoff is increasingly shaping how the industry builds credibility, stimulates demand and positions itself for long-term growth.
Nationwide Engagement Fuels Unified Vision
Throughout 2025, Dairy Checkoff leadership traveled from Michigan and Maine to Kansas and beyond, meeting with farmers and local promotion boards. Despite regional and operational differences, leaders say a common theme emerged: a shared commitment to tradition, innovation and collaboration.
That unity, they note, remains the backbone of the Dairy Checkoff model—one designed to convert farmer investment into category-wide momentum rather than brand-level promotion.
Strategic Shift Pays Off
Several years ago, the Dairy Checkoff shifted from a defensive posture to a proactive strategy—aimed not at reacting to competitors, but at shaping consumer expectations.
Science-backed nutrition research, product innovation and cultural relevance now anchor dairy promotion efforts. When plant-based alternatives gained attention, the industry avoided direct confrontation and instead emphasized dairy’s role as a whole, naturally nutrient-dense food.
The result: stronger alignment with consumer demand for minimally processed, evidence-supported foods.
Sales Data Signals Strong Performance
Market performance reflects that strategy:
- Eight of the top 10 dairy segments posted gains in both dollar and unit sales
- Dairy ranked among the top 15 of 170 food and beverage categories for growth
- Real dairy generated over seven times the sales of non-dairy alternatives
- Dairy sales rose nearly 6% year-over-year, while alternatives declined
Nearly 75% of U.S. households purchase dairy weekly, with 65% buying milk, cheese or yogurt, underscoring dairy’s entrenched role in daily diets.
Trust Takes Center Stage
Consumer trust has become a cornerstone of Dairy Checkoff efforts. Programs now focus on what leaders call “fuels and frictions”—drivers that build confidence and concerns that create hesitation.
One major initiative spotlighted dairy’s role in brain development during the first 1,000 days of life. The program reached over 60,000 pediatric healthcare professionals and generated 21 million media impressions, reinforcing dairy’s nutritional relevance among both experts and families.
Broader storytelling campaigns emphasized farmer stewardship, animal care and sustainability. According to the 2024 Perceptions Tracker:
- Dairy relevance rose from 54% to 61%
- Nutrition perception increased from 48% to 52%
Foodservice and Retail Drive Demand
Strategic foodservice partnerships continued to expand dairy usage. Major brands—including Domino’s, Taco Bell and Raising Cane’s—each increased dairy inclusion by roughly 8%, supported by Checkoff insights into menu innovation.
Retail and e-commerce initiatives also delivered early wins, bringing new households into the category and boosting repeat purchases. Preliminary data shows household penetration rising sharply, with sales growth outpacing prior-year performance.
Read More: The Future of Milk: How Technology Is Reshaping Dairy and Plant-Based Markets in India
Innovation Keeps Dairy Competitive
Innovation remains a growth engine. Checkoff-supported research helped reignite momentum in yogurt, with sales climbing 9% following collaborations with major manufacturers.
More than 40 active research studies now explore dairy’s benefits across bone health, cognition, immunity and mental wellness. Projects like the Milk Molecule initiative aim to deliver dairy nutrition in new formats without compromising its integrity.
Looking Ahead to 2026
Dairy Checkoff leadership says the focus in 2026 will remain on long-term value creation—setting measurable growth targets across milk-based beverages, cheese, butter and cultured products in both retail and foodservice.
Future efforts will also intensify around positioning dairy as a preferred health and wellness solution for teens and families, while strengthening the industry’s voice in broader food system conversations.
Farmers at the Core
Industry leaders closed the year by crediting U.S. dairy farmers for sustaining the momentum. Their continued commitment to animal care, land stewardship, research and innovation, they say, makes the Dairy Checkoff possible—and keeps U.S. dairy moving forward.
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I do my best to share reliable and well-researched insights but occasional errors or omissions may slip through. Please view all content as informational.
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