Milk isn’t leaving Indian tables, it’s simply changing forms today

One may be adapting to new lifestyles choices in one’s breakfast or evening nasta, given increasingly larger number of options, but milk still almost seamlessly integrates into daily routines. However, there is no doubt whatsoever that milk consumption patterns, occasions and motivations continue to be evolving across the country.

Various studies clearly indicate that milk is not leaving the table soon, it is just changing its glass. The recently conducted Godrej Jersey Lactograph Findings FY25-26, for instance, reflects how both legacy and evolution impact milk consumption. As high as 67 per cent of Indians still enjoy milk most often through tea, reinforcing milk’s deep cultural roots, while 44 per cent now bring milk into their day through protein shakes, signalling a new fitness-driven ritual.

What is possibly more interesting is that as high as 78 per cent of East Indians say milk reminds them of childhood and comfort, which is the highest in India. The Research, interestingly, was conducted across eight key cities across the country, uncovering how milk integrates into daily routines while adapting to new lifestyle choices. East India seems to be a region, where milk is remembered as much as it is consumed.

If this study is to be believed, an equally high percentage (Around 78%) also link milk to comfort or habit, ahead of other regions, showing that milk is still seen as an emotional anchor.

When it comes to occasions, 75 per cent of East Indians choose flavoured milk during festivals and special celebrations, Vs nearly 30-41 per cent in other zones, and 50 per cent prefer it during the rains, almost twice as high as some other regions. Together, this paints a picture of a market where milk, especially in flavoured form, is closely tied to celebration, weather and home-like comfort.

Quite significantly, the emotion attached to having a glass full of milk- be it in the morning or evening, clearly translates into everyday behaviour. Close to 67 per cent in the East drink milk at breakfast and 66 per cent also have it as an evening snack, showing that milk often book-ends the day.

While talking about all these, one should not miss out on broader national themes, where parents are increasingly mindful of the changing role of milk in their children’s diets.

Close to 54 per cent parents worry that their child’s growth lags compared to their own childhood, and nearly 64 per cent fear lower bone strength due to reduced milk intake. At the same time, protein is becoming a priority, with 62 per cent of parents relying on milk for protein and all-day energy.

Interestingly, when it comes to other milk products, even beyond beverages, dairy remains a household staple across the country, with dahi (80%), paneer (76%) and butter (74%) continuing to anchor meals.