Wedoany.com Report-Jun 4, In the UK, consumer preferences are shifting toward dairy products that are high in protein, naturally fermented, and minimally processed, according to new data from the Agriculture and Horticulture Development Board (AHDB). While overall dairy volume sales declined slightly by 0.5% over the past year, the sector still recorded a 2.0% increase in value, driven by changing health priorities and a move away from ultra-processed foods (UPFs).

Once considered old-fashioned, cottage cheese is enjoying a renaissance

One standout product is cottage cheese, which has experienced a resurgence in popularity. According to NIQ data, cottage cheese saw a 26.2% year-on-year value increase and a 29.4% rise in volume. It now makes up 4.3% of cow cheese volume sales. Elisya Zain, AHDB’s consumer insight analyst, attributes this growth to its perceived health benefits and its popularity in social media food trends such as meal prepping. Cottage cheese, especially plain varieties, appeals to those seeking high-protein diets, offering 9.4g of protein per 100g in full-fat form and 10.6g in reduced-fat versions.

Zain notes: “Protein content is gradually becoming a leading factor when making food choices, making it essential to highlight the naturally high protein levels in dairy products.” As of December 2024, more than a quarter of shoppers were actively increasing their protein intake, a trend expected to continue into 2025.

Kefir, a fermented milk drink known for its probiotic qualities, is also gaining momentum. Though a smaller category within yoghurts, kefir saw a 37.1% rise in value and a 34.7% increase in volume. This growth aligns with a growing focus on digestive health, especially at breakfast, where 75% of consumers find gut-friendly options attractive. Kefir’s natural fermentation and minimal processing resonate with shoppers looking for products with fewer artificial ingredients.

Whole milk is also maintaining a strong position in the market, despite broader declines in milk consumption. Volume sales rose by 2.9% over the past year, and it now accounts for 31% of all cow’s milk sales. The simplicity of whole milk, often containing a single ingredient, is a key appeal for consumers seeking natural, less-processed food options. Research from Mintel shows that 63% of consumers choose cow’s milk because it is perceived as more natural.

Social media plays a central role in these evolving dairy trends. Platforms continue to amplify interest in high-protein foods and gut-health solutions, influencing younger audiences in particular. Zain explains: “Social media is a major driver of health trends, presenting a valuable opportunity to raise awareness, influence consumer perceptions and generate demand, especially for younger consumers.”

Overall, these developments suggest a growing alignment between consumer health priorities and the dairy sector’s evolving product offerings, supported by both nutrition science and digital engagement.