Milk still rules the cup as young India stays dairy devoted

MUMBAI: On National Milk Day, Godrej Jersey’s latest Lactograph study shows that India’s bond with milk is proving hard to shake. Conducted with research partner YouGov across eight major cities, the survey reveals that 71 per cent of young urban Indians still consume milk or dairy regularly, even as the classic glass has reinvented itself through smoothies, cold brews, protein shakes and celebratory flavoured blends.

The findings show that milk continues to flow through India’s favourite rituals. For 59 per cent of consumers, tea and coffee remain the primary way to enjoy it, while 41 per cent turn to flavoured milk during festivals. Flavoured varieties such as kesar and badam continue to rise, with 58 per cent choosing them often, and 51 per cent blending milk into smoothies for a more energetic start to the day.

Nostalgia also plays a powerful role. Over half the respondents said plain milk connects them to childhood, evoking memories of before school snacks, bedtime warm milk, late night treats and the familiar doodh roti. The study suggests that milk still represents comfort, care and home for many Indians.

Yet the report also sounds a note of concern. 64 per cent of parents believe their children may have lower bone density due to reduced milk intake compared to their own childhoods, while more than half feel their child’s physical growth is slower. In response, parents rely heavily on milk for calcium, protein and all day energy, and view it as central to fitness and nutrition.

The study highlights a clear shift toward branded dairy, with 64 per cent of households choosing branded animal based milk over unbranded loose milk. Trust, hygiene and consistent quality top the list of reasons, underscoring the growing importance of safety in modern food habits.

Godrej Jersey head of marketing Shantanu Raj, said the findings show that milk is evolving rather than declining, noting that consumers want higher protein dairy options, fortified products and convenient formats. He added that the brand is responding with innovations that combine nutrition and taste without compromise.

Beyond the glass, dairy continues to dominate India’s table. Dahi, paneer and butter remain essentials in most homes, reflecting how firmly dairy is woven into daily meals and mood.

As lifestyles shift and new habits emerge, the study makes one thing clear: milk continues to anchor nutrition, culture and comfort across generations, whether served in a steel tumbler, a shaker bottle or a chai cup.