India’s Dairy Consumption Shifts: Flavored Milk and Shakes Replace Plain Milk for Many

Seven out of ten Indians, or 70%, consume milk and dairy products regularly, but people are also turning increasingly to smoothies, protein shakes, and flavored milk. This information was revealed by a study conducted in eight major cities across the country. According to a study released by Godrej Jersey on Wednesday, 58% of milk consumers in 2025-26 preferred flavored milk, such as saffron or almond milk. 51% add milk to smoothies.

The study determined that 52% of Indians still prefer traditional plain milk owing to childhood memories. Tea and coffee remain the major contributors that comprise the sources of milk consumption. 59 percent reported that they consume milk through these beverages. The research revealed the concerns of parents about children having low intake of milk. 64 percent of the parents surveyed believed that a low intake of milk could result in their child's bone density being lower now compared to when they were in childhood. Nearly 54 percent of parents believed their child's physical development was slower compared to their own at the same age.

Among parents who breastfeed their children, 73 percent cited calcium needs as the primary reason. 62 percent said they consume milk to meet protein and energy needs. Branded milk dominates the market. 64 percent of families purchase branded milk. 21 percent purchase unbranded loose milk. Plant-based alternatives like almond or soy milk account for approximately 12 percent of the market.

60 percent cited the quality of a trusted brand as a reason for choosing branded milk. 48 percent said branded milk offers flavor. 46 percent said it was convenient. 71 percent said they prioritized hygiene when purchasing milk. Traditional dairy products remain staples among Indians, with yogurt (80 percent), cheese (76 percent), and butter (74 percent) maintaining a strong presence.