Dairy continues to have a powerful presence in our lives – both nutritious and delicious. Wisconsin’s State Fair once again highlighted just how central dairy remains to the state’s identity. Despite severe rain shortening the fair from 11 days to 10, participation remained strong. Nearly 893,000 visitors attended, joined by 2,100 agricultural exhibitors. More than 330,000 Original Cream Puffs were served and the Blue Ribbon Dairy Products Auction raised a record $81,000. Thousands of grilled cheese sandwiches were enjoyed in the Wisconsin Products Pavilion and visitors explored the brand-new dairy display inside the renovated Dairy Building.
Agriculture, and especially dairy, remains highly relevant. While the disconnect between consumers and production agriculture continues to grow, people still crave knowledge about where their food comes from. Just as importantly, they continue to consume and celebrate nutritious, delicious dairy products.
Dairy’s evolution in health and nutrition
Dairy’s story is one of evolution. Today, its health benefits are clearer than ever. Known for high-quality protein and essential nutrients, dairy supports bone strength, muscle repair and overall wellness. Increasingly, consumers recognize dairy as part of a “food as medicine” approach. Research continues to highlight connections between dairy consumption and benefits such as:
- Improved bone health
- Reduced risk of Type 2 diabetes
- Cardiovascular health support
- Cancer risk reduction
- Weight management
- Gut health
The momentum is showing up in consumption patterns. Fluid milk sales rose 0.6% in 2024, driven by a 3.3% increase in whole milk consumption, equivalent to nearly 43 billion pounds of milk sold to consumers. This breaks a 14-year streak of declining fluid milk sales.
Cheese consumption has more than doubled since 1975, and butter consumption reached a 60-year high in 2023, averaging 6.5 pounds per person, a remarkable rebound from 4.5 pounds in the early 2000s (though still below mid-20th-century highs of 16 pounds).
Cottage cheese makes a comeback
If dairy is having a moment, cottage cheese is having a year. Once a diet staple in the 1950s to 1970s, U.S. cottage cheese consumption peaked in the early 1970s at 5 pounds per person. Its decline over the past two decades is reversing, fueled by renewed consumer interest.
Sales of cottage cheese jumped 20% between June 2024 and June 2025, thanks in part to social media trends, high-protein diets such as GLP-1 regimens and greater awareness of its nutritional value. Yet supply remains tight: The number of U.S. cottage cheese plants has fallen from 80 two decades ago to 48 in 2024. Encouragingly, new investments are underway in New York, Iowa and Wisconsin to expand production.
A broader dairy spotlight
The enthusiasm isn’t limited to milk, cheese, butter and cottage cheese. Yogurt also saw 8% year-over-year sales growth in early 2025, supported by investments such as Chobani’s $1.2 billion greenfield plant in Rome, New York, fueling additional momentum.
Dairy’s resilience and innovation are capturing national attention. Outlets such as Forbes, The Wall Street Journal and Bloomberg are reporting on the industry’s strength and growth and shining a spotlight on dairy like never before.
U.S. dairy on the global stage
Looking ahead, it’s clear that U.S. dairy’s story extends far beyond domestic borders. Midway through 2025, dairy exports reached $4.72 billion, a 15% increase in milk solids equivalent volume compared to the same period in 2024. High-protein whey and cheese led the way, positioning dairy as a key factor in the nation’s agricultural trade balance.
In 2024, the U.S. exported $8.2 billion in dairy products while importing $5.4 billion, creating a positive trade surplus of $2.8 billion. In May 2025 alone, the U.S. exported a record 114 million pounds of cheese, with major growth in Japan (+24%), South Korea (+20%), Central America (+23%) and South America (+47%).
This growth is supported by strong global demand and significant domestic investment – more than $10 billion in planned dairy production expansions from 2023 through 2026.
From moment to momentum
From fairs and festivals to international markets, dairy is proving its staying power. Consumers continue to embrace it for both taste and nutrition, while new investments position the industry for even greater success.
Dairy isn’t just having a moment – it’s building momentum. And signs suggest this moment will last well into the future.
