Consumers are increasing their purchases of whole milk in lieu of lower fat milks
Through the 1980s whole milk sales quantities fell at a rapid pace, as reduced fat milk sales grew. Whole milk sales continued to fall through 2013, although at a lesser rate than the 1980s. Since 2013, however, whole milk sales grew, while reduced fat and low fat milk sales declined. The growth in whole milk sales in recent years has been attributed to changing consumer perceptions about the health effects of consuming milk fats. This period has coincided with increases in butter consumption, indicating that consumer concerns over dairy fat have declined. While whole milk sales increased, the overall trend for fluid milk sales remains negative, as losses to the lower fat categories exceed gains made for full fat milk. This downward trend in fluid milk consumption has been occurring for many years. Possible reasons include the declining proportion of young children in the U.S. population, the availability of alternatives, and changing consumer preferences. This chart is drawn from the ERS Livestock, Dairy, and Poultry Outlook newsletter released in September 2017.