Got Milk?” Returns as Dairy Demand Surges

The California Milk Processor Board has relaunched the iconic “Got Milk?” campaign to capitalize on a dairy resurgence in the U.S. Milk volume sales have nearly stabilized, declining just 0.3%, while dollar sales rose 4.6%. Consumers are gravitating toward value-added milk—high-protein, low-sugar, lactose-free—which commands higher prices. Plant-based milk alternatives, conversely, have declined in both volume (6.1%) and dollar terms (3.5%), as shoppers prioritize simple, “clean” ingredients. The campaign captures this shift through a photo initiative featuring 12,000 Californians and marks 30 years since the original milk mustache ads debuted.

Industry Insight

Dairy marketers are seizing a rare opportunity. Leveraging the “real, simple, natural” ethos taps into growing consumer demand for nutrient-rich, minimally processed products—particularly in categories like lactose-free and ultra-filtered milks. With plant-based alternatives losing momentum, now is the moment for dairy brands to invest in storytelling, reformulation, and experiential marketing to solidify this comeback among health-conscious and ingredient-savvy consumers.