US Dairy Industry Courts Gen Z with Health Claims, Innovative Marketing, and a Focus on Natural Ingredients in 2024

The US dairy industry is strategically targeting Gen Z to boost growth by emphasizing the health and nutritional benefits of cow's milk products. * Dairy brands are leveraging social media, particularly TikTok, to connect with younger consumers, sharing recipes and highlighting product benefits like calcium, protein, and probiotics. * Companies like Land O'Lakes, Chobani, and Daisy Brand are using innovative marketing and eye-catching packaging to appeal to Gen Z and Millennials. * The focus on 'natural' and unprocessed foods has led to increased sales of raw milk and products with natural ingredients and no added sugar. * Cottage cheese has seen significant growth due to viral TikTok campaigns showcasing new ways to use it in various recipes. * The industry is also responding to health concerns by offering A2 milk and probiotic-enhanced products. * While plant-based milk alternatives initially gained traction, traditional dairy is making a comeback by addressing consumer needs for health, sustainability, and ethical sourcing.