NEW YORK — Protein remains a top priority for consumers, but new research from fairlife suggests many Americans may be overlooking one of its most accessible sources: dairy milk.
The new survey released during National Dairy Month uncovered a gap between consumers’ desire for more protein and their understanding of how much protein dairy milk actually provides.
Key findings include:
- Higher protein is the No. 1 benefit consumers associate with better-for-you dairy milk options (39%), yet fewer than half (47%) believe dairy milk contains more protein per serving than plant-based alternatives.
- Among Gen Z and Millennials, 36% say more protein would make them more likely to choose dairy milk more often.
- Consumers’ perceptions of dairy don’t align with their preferences. While a majority (53%) prefer the taste of dairy milk compared to just 13% who prefer plant-based alternatives, 40% say they have avoided dairy because they believed it was unhealthy.
With protein continuing to dominate nutrition conversations, from social media trends to grocery store purchasing decisions, the findings suggest both a knowledge gap around dairy milk's protein content and lingering misconceptions about dairy's role in a healthy diet.
For consumers looking to increase protein intake, fairlife offers 50% more protein and 50% less sugar than regular milk, with 12g more protein per serving than almond milk.
