As conversations around nutrition evolve, protein has taken center stage, and with it, a renewed appreciation for one of the most often misunderstood food groups: dairy. Once cast aside in favor of plant-based alternatives, dairy has been making a comeback more recently as a performance-enhancing, gut-supporting functional food. Non-dairy products still remain popular, but as consumers have begun leaning more towards functional beverages and questioning things like sugar content and emulsifiers, brands are tapping into this desire for simpler ingredients lists and for foods and beverages that deliver big benefits. Sustainability has also entered the chat. Here’s what dietitians and industry experts have to say about this transformation. More consumers are turning to dairy to support their health and fitness goals. Evolving perceptions of dairy Jaclyn London, MS, RD, CDN, Dietitian, Author, Consultant, says, “There’s been a noticeable shift away from ‘plant-based’ as a default health halo and a more nuanced conversation emerging about food quality, nutrient density, and how to meet individual needs. For a while, it felt like ‘plant-based’ was a catch-all for “better,” which led to some curious innovations (did we really need potato milk?) and a lot of consumer confusion. Now, people seem more interested in foods that are real, functional and satisfying—not just trendy. I see this as part of a broader return to whole-food eating, where dairy fits in beautifully for its nutrient density, versatility, and accessibility.” Jessica Isaacs, RD, CSSD, elite athlete sports dietitian and spokesperson for Real California Milk highlights this has transition has shown up strongly in the athletic performance and wellness space. “What was once considered a basic household staple is now being recognized for its role in fueling and recovery,” she says. “Athletes and active individuals are turning to dairy for its high-quality protein, essential nutrients, and ability to support muscle repair, hydration, and overall performance.” As interest in functional foods grows and protein remains a top priority for consumers, there is a trend towards more people “reconnecting with the performance benefits of real dairy—reflected in the 3.3% rise in whole milk consumption in 2024 alone.” According to recent data, U.S. consumption of cottage cheese has also seen an increase—specifically 12.6% volume growth, with 45% of households currently purchasing cottage cheese over the course of a year. Additionally, the average American consumes over 42 pounds of cheese per year. Protein remains the leading health claim driving dairy purchases, associated with about 30% of consumer decisions. MORE FOR YOU Google’s Update Decision—Bad News For 50% Of Android Users ‘NYT Mini’ Clues And Answers For Thursday, May 1 Kamala Harris Blasts Trump’s ‘Narrow, Self-Serving Vision Of America’ In First Major Speech Since Leaving Office “As people learn more about the importance of protein for everything from satiety to preserving lean muscle,” says London, “the convenience of dairy (milk in coffee, yogurt at breakfast, cheese on the go) is getting the recognition it deserves.” As consumers look more towards whole and minimally processed foods, London says, “this often means choosing fewer, higher-quality ingredients—and dairy certainly fits that bill. Plain, unsweetened dairy products contain just one or two ingredients and provide a wide array of essential nutrients.” She also observes that “we’re starting to see a more balanced conversation around animal foods. From regenerative agriculture to the role of dairy in healthy dietary patterns such as the Mediterranean Diet, there’s renewed appreciation for responsibly produced animal-based foods—especially those as nutrient-dense as dairy.” Dietitians highlight the variety of important nutrients in dairy foods. Nutrients in Dairy Protein is getting a lot of the airtime right now, London says, and for good reason. “Dairy is an unsung hero when it comes to protein—convenient, cost-effective, and versatile. A cup of milk has 8 grams, a ⅔-cup serving of Greek yogurt has 16 grams, and a half-cup of cottage cheese offers 15 grams. These portions add up quickly and help you stay satisfied between meals, which can support everything from weight management to energy balance throughout the day.” Some other key nutrients are calcium, potassium, vitamin B12, riboflavin (a B-vitamin), and phosphorus. Because the U.S. dairy supply is fortified with vitamins A and D, many dairy products also contain these as well. Fermented dairy like yogurt, kefir and cultured cottage cheese also offer beneficial probiotic bacteria, which have been highlighted for their gut health benefits, a key pillar of health. The health of the gut microbiome has been linked to immune system function, brain health, mood, weight management and more. Isaacs says, “I always remind people: real food fuels real performance. Whether you're a pro athlete or just trying to feel and function your best, dairy delivers a science-backed advantage. It’s an incredible source of high-quality protein, calcium, and vitamin D—all essential for muscle recovery, bone health, hydration, and overall resilience.” “There’s also a lot of confusion out there when it comes to dairy,” she adds, “especially around inflammation, weight, and sustainability. But the research tells a different story. Dairy has been shown to support a healthy metabolism, reduce inflammation, and deliver more nutrients per calorie than many plant-based alternatives.” Dairy also pairs well with fiber, a nutrient many Americans fall short on, such as fiber. Plain yogurt or cottage cheese make a great vehicle for high-fiber berries, and cheese can often be used to make vegetables, salads and bean-based dishes more satiating. Experts recommend foods like yogurt, cottage cheese, and kefir to enhance athletic performance and ... More recovery. Focusing on fitness With more women (especially millennial women) paying attention to fueling their fitness to support long term metabolic health as they enter perimenopause, dairy is being encouraged more as a tool to boost performance and support recovery, says Isaacs. “As a sports dietitian working closely with female athletes,” she shares, “there’s a growing focus on building strength, maintaining lean mass, and supporting long-term health, not just for performance now, but for healthy aging later. For women especially, there’s more awareness around the importance of muscle for metabolism, bone health, and injury prevention.” She explains, “Dairy plays a key role here—it offers high-quality protein, calcium, vitamin D, and bioactive compounds that support recovery and muscle maintenance. At the same time, interest in gut health continues to grow, and fermented dairy products like yogurt and kefir are gaining traction—not just for their probiotic benefits, but also for their ability to support muscle protein synthesis and help manage inflammation after training.” Cottage cheese and Greek yogurt are especially popular right now. “Cottage cheese offers both fast- and slow-digesting proteins, great for both quick and sustained muscle repair—making it ideal for post-exercise or overnight recovery. Greek yogurt and kefir pack a punch, too. They’re rich in leucine, the key amino acid that kickstarts muscle protein synthesis, which is essential for building and maintaining muscle.” She adds that the gut health and immune system benefits of fermented dairy are key for supporting overall health and athletic performance. “Some research even suggests pairing them with carbs may help replenish glycogen more efficiently and reduce post-exercise soreness and inflammation.” Consumers have become increasingly interested in sustainability and knowing where their food comes ... More from. Consumer interest in sustainability Consumers have also become increasingly interested in sustainability and in understanding more about where their food comes from. While there is a lot of regional variability, Isaacs says. “California’s dairy farms are also leading the way—with a 45% smaller carbon footprint and 88% less water used per unit of milk over the past 50 years.” Stephanie Painter and Hayley Painter are the Co-Founders, Co-CEOs and sisters behind Painterland Sisters, an organic yogurt company. The company puts a big emphasis on organic, regenerative farming practices and their skyr yogurt is made using milk from grass-fed pasture raised cows. They were inspired by their experience growing up on their family’s fourth generation dairy farm in Tioga County, Pennsylvania. They share, “Painterland Sisters was born out of both necessity and a deep passion for bridging the gap between consumers and the people who grow their food, the farmers, like us. We set out to build a brand that would preserve our family legacy, protect rural communities and spotlight the power of regenerative organic agriculture—all while making dairy cool again.” Their yogurt, which is made from milk from the family farm and nearby farms, is lactose-free (achieved with the addition of the lactase enzyme) and offers up to 21 grams of protein per serving as well as beneficial probiotic bacteria. They know what their target market wants. “Our core customers are conscious consumers — people who care about the food they eat and the impact it has on the world. They’re label readers, market-goers, caretakers and wellness enthusiasts who seek transparency and integrity in the brands they support. Beyond that, our customers love that we’re women-owned, family-operated and fiercely dedicated to sustainability.” “For us,” the sisters explain, “it’s bigger than what’s in the cup. We’re here to shift the narrative around dairy because it’s not just about the product, it’s about the ecosystem it supports. Organic regenerative dairy farming can heal soil, sequester carbon, and keep rural communities thriving. As millennial women, farmers and founders, we’re proud to be rewriting the story of dairy with intentionality, transparency and a whole lot of heart.” They also use innovative packaging to reduce waste. On social media, they bring consumers behind the scenes on the farm and show where their food comes from, using their yogurt “to educate on the importance of sustainable agriculture, nutrient-dense foods and of knowing your farmer. We practice organic regenerative agriculture, embracing practices like rotational grazing, minimal tillage, utilizing natural fertilizers, and nurturing the health of our soil and water systems. Organic farming is powerful, it uses 45% less energy, reduces carbon emissions by 40% and helps build water-absorbing soil that can withstand climate extremes.” An adjacent industry where changes like this are being seen is the beef industry. Alarmed by exposees of factory farming practices, consumers (especially younger consumers) are seeking better-for-you beef options made by producers who also put an emphasis on animal wellbeing, land sustainability, and protecting farmers. Kristyn Lipson, Senior Director of Marketing and spokesperson for consumer experience at Verde Farm, a “Better-For You (BFY) beef company, shares, “Beyond personal health benefits, today’s consumers are increasingly focused on minimizing the environmental impact of their food choices.” In recent years, BFY beef has become more popular for its health and environmental factors that set it apart from conventionally raised beef. “An often-overlooked fact is that cattle play a vital role in regenerative agriculture,” explains Lipson. “When raised on expansive pastures within a rotational grazing system, cattle contribute to improved soil health, reduced water runoff, and increased biodiversity—factors that also lead to economic benefits for farmers. Coupled with organic farming practices, this approach delivers great-tasting beef that is better for the entire process: the consumers, the farmers, the animals and the planet.” Produced in a more sustainable, healthy, and humane way compared to conventional beef, it also is typically certified under USDA-defined standards such as Organic, 100% Grass-Fed, Humanely Raised, Regeneratively Farmed, Free Range and Pasture Raised, and Non-GMO, Lipson adds. Because the animals are often allowed to graze on wide open pastures and enjoy a natural, nutritious grass-based diet throughout their lives, she says, “this approach results in leaner cuts with lower saturated fat and enhanced nutritional value.” This makes it attractive to consumers who want to make more mindful health choices. When reintroducing dairy if it's been a while, dietitians recommend starting with a little at a time ... More and seeing how your body responds. Dairy downsides As with any food, what helps one person thrive can be different from what’s optimal for another. London says, “A green light on dairy isn’t a blanket endorsement of all dairy products for every person.” For example, those with lactose intolerance, may be best limiting dairy to small amounts if they have it at all and covering their nutritional needs from other nutrient-dense sources. Those who need to be on a low-FODMAP diet may need to avoid certain dairy products that trigger symptoms, and those watching saturated fat intake may need to be mindful to balance full-fat dairy with lower fat options. It’s also important to be aware of added sugar in dairy products, though this is also important when consuming non-dairy alternatives. “As far as trends go,” she adds, “I wouldn’t recommend raw dairy for most people due to the higher risk of foodborne illness—especially for kids, pregnant women, older adults and anyone with a compromised immune system. Pasteurized dairy remains a safe and nutritious option for most of us.” Reintroducing dairy If it’s been a while since you’ve had dairy, London recommends starting with a small amount at a time (such as a half to one full serving of unsweetened dairy per day) and avoiding dairy products with lots of add-ins that could cause digestive discomfort. “Choosing plain versions lets you customize the flavor, and it also helps you rediscover the versatility of dairy: it can be sweet, savory, or somewhere in between—and it's an excellent vehicle for fruits, veggies, nuts, herbs and spices.” “Take a lactase supplement if you have difficulty digesting lactose or choose a lactose-free product,” she adds. “Just note that lactose levels vary depending on the product. For example, many hard, aged cheeses are very low in lactose, and cheeses made from sheep’s milk and goat milk tend to be lower in lactose than those made from cow’s milk. Greek yogurt, because it’s strained, also generally has less lactose. Kefir, a drinkable form of yogurt, is naturally 99% lactose-free due to the fermentation process.” Bottom line The rise of high-protein dairy products refle.cts a broader wellness trend: a move toward real, whole foods that offer simplicity and substance. Whether you're focused on fueling workouts, supporting hormone health or just looking for satisfying meals, many experts agree that dairy offers science-backed benefits. As more women embrace strength, stamina and sustainability in their health journeys, this new era of dairy fits seamlessly into the picture. Follow me on Twitter or LinkedIn. Check out my website or some of my other work. Editorial StandardsForbes Accolades