Health and wellness is no longer just a trend – it is a $450 billion priority shaping how Americans eat, live and shop. From parents checking labels to fitness enthusiasts looking for performance support, more people are turning to food-first approaches to meet their wellness goals.

Consumers today want food that supports their physical health, energy, mental focus and long-term wellness. They also care about where that food comes from – seeking products grown responsibly and sustainably by people they trust.

With 82% of U.S. consumers ranking health and wellness as a top priority, dairy has a significant opportunity to lead. In fact, there is a $150 billion gap where current food, beverage and supplement options are falling short of consumer expectations – and dairy is well positioned to fill it.

As a registered dietitian and lifelong advocate for science-backed nutrition, I can say with confidence that dairy delivers. From supporting gut health, heart health and healthy weight to fueling strength, energy and emotional well-being, dairy offers benefits that align with what today’s consumers are looking for.

For more than a century, National Dairy Council (NDC) – the farmer-founded nutrition research, education and communications organization – has championed dairy’s role in health. Now, in partnership with the checkoff-founded Innovation Center for U.S. Dairy, we are bringing the industry together in a new way to meet today’s evolving wellness conversation.

Unified message with business impact

Our collaboration has led to the development of the U.S. Dairy Health & Wellness Playbook, a first-of-its-kind resource that provides the dairy community with science-backed, consumer-tested messaging on the wellness topics most important to Americans.

The playbook is more than a communication tool – it is a strategic roadmap for growth. It offers social media-ready content, influencer briefs and thought starters that can be adapted for everything from marketing and packaging to community education and staff training. It is powered by NDC-led science and made actionable through the Innovation Center’s industry-wide reach.

Organized around five key wellness demand moments, the playbook helps the entire dairy value chain – from co-ops and processors to marketers and educators – speak with a unified, credible voice:

• Grow and perform – Supports bones, muscles, energy and performance
• First 1,000 days – Life-changing nutrition for moms-to-be, infants and toddlers
• Healthy heart and weight – Guidance to support cardiovascular and weight goals
• Systems supercharged – Nutrition to optimize gut health and immune function
• Mental and emotional wellness – Food-first approaches to support cognition, mindfulness and mental energy

The first three chapters are available to industry stakeholders, with the remaining two coming soon.

Infographic by Corey Lewis.

Supported by science, built for growth

This initiative is backed by decades of peer-reviewed dairy nutrition research – funded by the checkoff and trusted by health professionals across the country. And it is not about chasing trends. It is about connecting with real people in their everyday lives and demonstrating how dairy fits into their wellness journeys in meaningful ways.

Despite dairy’s proven benefits, only one in 10 Americans gets the recommended daily servings. We can – and must – do better. The playbook gives us the tools to share the evidence and grow both trust and demand.

One area of growing focus is women’s health. I often talk to women who want support for the “BMWs” of wellness – bones, muscles and weight. Dairy provides all three, offering high-quality protein, calcium, vitamin D and other essential nutrients that support long-term well-being.

There also is a cultural shift happening. More women are embracing their health journeys and seeking solutions for topics that were once off-limits – from menopause to aging well. Dairy has a role to play here too, and the playbook ensures we bring those modern benefits to light in ways that resonate.

With an overwhelming amount of conflicting nutrition information – especially on social media – consumers are understandably confused. That is why it is critical we cut through the noise with clear, science-backed facts. The playbook enables the dairy community to tell our wellness story with confidence and consistency.

And this effort does not just benefit public health – it benefits farmers. When we amplify dairy’s wellness advantages, we help grow demand, reinforce trust and keep dairy central to how families nourish themselves.

We invite partners across the dairy supply chain to explore how the playbook can support their business – whether through marketing and promotion, product innovation, education or collaboration with health professionals.

Together, we have an opportunity to elevate dairy’s role in health and wellness. Let us unify around the science, the message and the value we have built over generations – and continue to deliver the benefits we have long known, along with those new benefits science is uncovering every day.

This column was written by Dr. Katie Brown, EVP, who is president of National Dairy Council. To learn more about your national dairy checkoff, visit DairyCheckoff.com or if you have questions about the U.S. Dairy Health & Wellness Playbook, send an email.