I spent a good portion of 2025 on the road – from Michigan to Maine to Kansas and beyond – visiting farms and local promotion boards. Each visit offered a window into the innovation, dedication and teamwork that define dairy farming today.
No matter the geography or scale, farmers’ stories are our story: rooted in tradition, fueled by innovation and united by a belief that together, we can achieve what no single farmer can do alone. That’s the very foundation of the dairy checkoff, and it’s the spirit driving our industry forward.
Our checkoff mission is to turn your investment into momentum. We help build trust, grow demand and secure a future for U.S. dairy that lasts generations. Science, scale and speed-to-market enable us to work on your behalf, benefiting the entire category. And together, that collective strength drives measurable results.
Several years ago, we made a deliberate shift. Instead of reacting to competition or market dynamics, we began shaping them. By leaning into science, innovation and cultural relevance, we’ve made dairy indispensable in people’s lives.
When headlines focused on challenges from dairy alternatives, we chose not to engage in a fight. Instead, we changed the game thanks to checkoff-led nutrition science and research. We built dairy up with facts instead of tearing others down.
Today, dairy stands at the center of the whole-food movement, winning in consumers’ hearts, minds and shopping carts.
Numbers tell the story
Across eight of the top 10 category segments, dollar and unit sales are up. Over the last year, dairy ranked in the top 15 of 170 food and beverage categories for both absolute and percent growth.
Real dairy generates more than seven times the sales of non-dairy alternatives, growing nearly 6% year over year while the alternatives decline. About 75% of U.S. households purchase a dairy product in a week, and 65% specifically bought milk, cheese or yogurt. That’s proof of the checkoff at work, meeting consumers’ expectations for natural, healthy, minimally processed foods.
Trust is the foundation of our work. Consumers today want to know where their food comes from and who stands behind it. We focus on what we call “fuels and frictions” – factors that drive positive perceptions or create hesitation.
Checkoff-created programs highlighting dairy’s role on brain health in the first 1,000 days of life reached more than 60,000 pediatric care specialists and generated 21 million media impressions.
At the same time, campaigns like See Dairy Differently showcased farmers’ care for animals and sustainable practices in The Economist, Washington Post and Forbes. According to our 2024 Perceptions Tracker, relevance rose from 54% to 61% and nutrition perception from 48% to 52%.
Demand is equally critical. Partnerships and innovation continue to fuel growth in retail and food service. Domino’s, Taco Bell and Raising Cane’s each expanded dairy use by about 8% and were supported by checkoff insights on dairy-centric menu concepts and our marketing expertise.
Retail strategies, including the “We Are Family” e-commerce campaign and partnerships with Walmart and Costco brought new buyers into the category and reinforced purchase behavior with existing customers. Early results show household penetration up 82% and sales growth outperforming 2024, highlighting the checkoff’s role in turning insight into action.
On the innovation front, checkoff-funded research drives real results. Yogurt sales, flat five years ago despite strong nutrition credentials, are up 9% after collaborations with General Mills thanks to the success of its Ratio, Yoplait and GoGurt brands. We also are engaging with other players, including Danone and its new GLP Muscle Shake.
Across the broader portfolio, more than 40 research studies explore health benefits from bone and cognitive health to immunity and mental wellness. Our Milk Molecule Initiative demonstrates we can deliver milk in new ways that meet emerging consumer expectations.
Grateful to farmers
As we enter 2026, the checkoff remains focused on long-term growth and our strategy of driving trust, growing sales and creating long-term value. We’ll continue setting measurable sales goals across milk-based beverages, cheese, butter and cultured products in food service and at retail. We’re doubling down on positioning dairy as the preferred health and wellness solution for teens and parents and we’ll ensure dairy is present and vocal in broader food system conversations – asserting its essential role in people’s health, sustainable resource management and the future of food.
As I reflect on my road traveled in 2025 and the work ahead in this new year, I am grateful for the dedication of America’s dairy farmers.
Your tireless efforts – from caring for animals and land to supporting research, education and innovation – make our work possible.
It’s a privilege to serve you and stand alongside you as we keep driving results that honor your work and grow U.S. dairy’s future.
This column was written by Barbara O’Brien, president and CEO of Dairy Management Inc. To learn more about your national dairy checkoff, visit the checkoff’s website or if you have questions, send us an email.
