Once dismissed as the old guard’s beverage of choice – too rural, too industrial, too unkind to the planet or the stomach – dairy milk had, until now, seemingly been ousted by its plant-based successors. US oat milk sales hit $695 million by 2024, but signs point to consumers returning to dairy. Global dairy production is rising, with 325.8 million metric tonnes of milk predicted in 2025. Gen Z isn't loyal – they’re more likely than others to switch between dairy and alt-milks.
