As farmers, you’re attuned to the needs of your cows through monitoring, technologies and data. But what happens when those needs change? Much like you’d jump into action when cow needs shift, we at Dairy MAX do the same for shifting consumer habits and attitudes.
When a new generation like Gen Z begins to shape buying habits and expectations, we employ research and data to inform strategy. And we use that strategy to create real demand for your milk, your livelihood and your future.
“The AAU study exemplifies how we hold ourselves accountable to our dairy farmers, stay agile in responding to consumer needs and achieve measurable results that build long-term trust and demand,” said Jennie McDowell, CEO of Dairy MAX. “By grounding every decision in data, we ensure that farmer investments translate into impact—turning insights into consumer loyalty and consumer loyalty into lasting value for dairy.”
How Do We Track Consumer Habits and Attitudes?
Every year, Dairy MAX conducts an Attitude, Awareness and Usage (AAU) study, which is a comprehensive survey of consumers across our region that helps us understand:
- Attitudes: How consumers feel about dairy foods and beverages, dairy farmers and competing products.
- Awareness: What they know, or think they know, about dairy’s nutrition, sustainability and role in their lives.
- Usage: How often they actually buy and consume dairy products, and what drives them to choose it (or skip it).
“The AAU study gives us a clear, year-over-year snapshot of how consumers think about and use dairy,” said Greg Timpany, business and insights analyst at Dairy MAX. “It’s not just numbers on a page—it’s the roadmap that guides every decision we make to ensure farmer investments are driving real demand.”
In 2025, we surveyed 1,288 people across generations, from Gen Alpha, the youngest generation, to Boomers, one of the oldest generations. By tracking these metrics year after year, we can measure our progress, identify challenges for dairy early and refine marketing and promotion strategies to ensure we’re always addressing the issues that matter most to consumers and, ultimately, to your bottom line.
Trust in Dairy Is Growing
Our 2025 AAU study shows a bright spot:
- Trust in dairy rose significantly in the Dairy MAX region—a half-point increase from 15.9 to 16.4 in our trust index, and an 8-point increase in consumers with a high degree of trust.
- Trust grew most among African American, Hispanic, Gen Alpha and Caucasian consumers.
- Consumers are especially positive about the dairy industry “looking out for my best interests.”
“Seeing an eight-point jump in high-trust among consumers this year is a powerful signal,” Timpany said. “It tells us that when we share the authentic story of dairy farmers—their care for cows, communities and the land—consumers respond with greater confidence in dairy.”
Trust and sentiment toward farmers follow life stages. Gen Z adults are more skeptical, but trust rebounds among parents, showing that when dairy is part of family life, confidence in dairy farmers strengthens.
Consumption Remains Strong but Shifting
The 2025 AAU toplines show that dairy remains deeply ingrained in consumers’ lives:
- 90% consume dairy at least several times per week, a figure that has held steady for three years.
- Three-fourths consume milk, cheese and butter multiple times a week, with rising usage in categories like creamers, ice cream, and cottage cheese.
- Parents and younger consumers (Gen Alpha) are among the heaviest users.
At the same time, some shifts are worth noting:
- Teen Gen Z consumption dropped 7 points, showing this group is more likely to experiment with dairy alternatives or cut back on dairy altogether.
- One-third of households buy plant-based alternatives, but dairy still outpaces them on 11 of 12 product attributes. Alternatives edge out real dairy only with shelf life.
- 32% of households are “dual consumers”, keeping both real dairy and dairy alternatives on-hand. For these households, flexibility is the driver—recipes, dietary needs and family preferences.
For farmers, this means demand remains strong, but growth will come from new uses, new recipes and innovations rather than simply recruiting new users.
Why People Choose Dairy
Our 2025 AAU study also revealed the strongest reasons consumers reach for real dairy, also known as fuels, as well as the reasons they may avoid real dairy, also known as frictions.
Fuels
- Growing up with dairy is the number one driver of lifelong consumption.
- Liking the taste and believing dairy is healthy continue to matter most.
- Bone health is the most recognized benefit, but emerging areas like energy, gut health, brain health and immunity are gaining traction.
- Young consumers and parents say they want better taste, higher protein and recipe inspiration.
Frictions
- Cost is the primary reason people cut back on dairy in 2025. Affordability and perceived value are top concerns.
- Lactose and dietary restrictions also play a role, especially among younger buyers.
For you, the farmer, this highlights a key opportunity: while we know dairy is nutritious and versatile, consumers need to be reminded of its value—taste, performance, health, affordability and versatility—especially when budgets are tight.
Sustainability and Animal Care Remain Front and Center
Half of consumers (52%) say sustainability influences their dairy purchases, especially younger adults and parents. Animal care consistently rises to the top of their concerns.
- 77% of consumers agree farmers care for their animals, though younger adults rate this lower than older generations.
- 62% agree farmers protect the environment, an opportunity area to tell our story more strongly.
- Consumers see farmers as the most trusted source of information on dairy sustainability, underscoring the importance of farmer voices in outreach.
The AAU confirms what you already know: showing your daily commitment to cow comfort and stewardship is the most powerful way to counter negative narratives.
Our Response: Better With Dairy
Using AAU insights, Dairy MAX built Better With Dairy, a consumer-facing lifestyle brand designed to connect with younger audiences and reassert dairy’s relevance across four pillars:
- Deliciousness: Dairy is indulgent and crave-worthy.
- Nutrition: From bone strength to brain health, dairy delivers.
- Performance: Dairy fuels both athletes and everyday energy needs.
- Sustainability: Farmers are compassionate caretakers of cows and the land.
Through BetterWithDairy.com and active social channels, consumers can explore recipes, shop for dairy online and hear directly from farmers like the Bouma family in Texas and the Docheffs in Colorado—fifth-generation dairymen sharing their sustainability and animal care stories.
Demand Creation in Action
The AAU provides the blueprint, and Dairy MAX programs bring it to life:
- Schools: 400,000 students gained more access to dairy in 562 schools via Nutrition NOW grants.
- Digital Engagement: Fortnite Farm Tycoon hit 195,000 plays, while influencer campaigns delivered 1.4 million impressions.
- Retail & Foodservice: E-commerce drove 5 million pounds of milk sold, and Marco’s Pizza campaigns generated a $2 return for every $1 invested.
- Health & Nutrition: Nearly a million child nutrition professionals were reached with dairy education.
- Sustainability Storytelling: Exhibits and online storytelling spotlight the care farmers provide to cows, land and communities.
Each of these touchpoints ties back to the AAU study—meeting consumers where they are, with the messages and proof points that matter most.
What It Means for Farmers
Here’s why the AAU matters to you:
- It tracks the pulse of consumers, so we can adjust strategy before problems become losses. These on-the-fly adjustments allow us to use your dollars more efficiently.
- It shows where dairy shines, whether in taste, wellness or performance, while also telling us where we need to reinforce value.
- It reveals generational differences. This data helps us focus on Gen Z and parents without losing sight of loyal users.
- It confirms farmers are the trusted voice. Your story remains the strongest tool for building trust.
Data-Driven Decisions for Dairy’s Future
The Attitude, Awareness and Usage (AAU) study is our annual roadmap. In 2025, it showed strong, widespread dairy consumption, growing trust in farmers and opportunities to strengthen our story around value, sustainability and animal care. And this is only the beginning. Year after year, Dairy MAX will continue to use the AAU to measure, adapt and act. This kind of data ensures every dollar you invest in Dairy MAX is grounded in insights, turned into smart strategies and delivered back as real demand for your milk.
Better With Dairy is the proof of that data-driven approach, an initiative built directly from AAU insights, connecting with consumers in digital spaces, schools, retail, foodservice and healthcare.
Together, we’re turning data into consumer loyalty, and consumer loyalty into lasting value for dairy farmers like you.
