US Consumers Increase Purchases of Protein-Focused Milk Products

United States 10.09.2026

Source: dairynews.today

US consumers are increasingly buying milk products centered on protein as plant-based beverages lose popularity. Major dairy brands have seen sales growth by emphasizing high-protein, ultrafiltered, and lactose-free products. Companies are leveraging partnerships and innovative packaging to appeal to health-conscious consumers.

US Consumers Increase Purchases of Protein-Focused Milk Products

In the United States, milk products with a focus on protein content are gaining popularity among consumers, as noted by increased sales data tracked through mid-2026. Key brands such as Fairlife, Horizon, Organic Valley, A2 Milk, and Maple Hill have reported significant growth in both sales and unit numbers.

Fairlife's sales rose by 11.3% to reach $1.04 billion, with unit sales up 2.8% to 191.6 million. Horizon increased its sales by 14.2% to $796.5 million and saw an increase in unit sales by 7.3% to 109.5 million. Organic Valley's earnings jumped by 20.9% to $364.4 million with a 17.2% rise in unit sales. A2 Milk's growth was even more pronounced at 30.6%, earning $123 million with unit sales up 29.3%. Maple Hill's sales grew by an impressive 42.9% to $50.4 million, with a 36.7% increase in units sold.

Despite being the largest category, private-label milk saw only a marginal sales increase of 0.2% to $9.77 billion while witnessing a 0.5% decline in unit sales. Hood's total sales increased by 3.4%, reaching $1.31 billion.

Dairy Farmers of America (DFA) is marketing milk products that spotlight their nutritional benefits, supported by strategic partnerships. Their Alta Dena brand, for instance, has launched a high-protein milk containing 13 grams of protein per serving.

Additionally, Horizon Family Brands is promoting its protein content in both refrigerated and shelf-stable offerings, including products that are lactose-free and sugar-free but contain 8 grams of protein per serving. PepsiCo has revamped its Muscle Milk protein shakes by using ultrafiltered milk and removing artificial ingredients.

Flavored milk brands have also seen sales increases. For instance, Shamrock's sales rose 19.5% to $62.8 million, while Maola saw a growth of 30.2% to $22.7 million, and Mayfield climbed 29.7% to $21.4 million.

Innovations targeting sports and traditional consumers have been employed by companies like Prairie Farms, which produced commemorative packaging for events such as the Indianapolis 500. As Raquel Melo from DFA stated, reinforcing milk's nutritional value while aligning with contemporary lifestyles is a key opportunity.