Consumers Still Value Fat in Milk, Study Finds
A recent study published in the Journal of Dairy Science examined how consumers perceive fat in milk and how those perceptions influence purchasing behavior. Contrary to long-standing assumptions, the research revealed that many consumers associate milk fat with better taste, quality, and naturalness, while only a minority link it to negative health outcomes.
The study found that nearly two-thirds of consumers globally now associate milk fat with naturalness and superior taste, and over 55% believe that moderate milk fat intake supports satiety and balanced nutrition. Only a small segment—around 15–20%—still perceive milk fat as negative for health. Similar patterns are beginning to appear in India’s evolving dairy market.
The study analyzed consumer attitudes toward full-fat, reduced-fat, and skim milk using large-scale surveys and sensory evaluations. Results showed that preferences are shifting away from low-fat options, with consumers increasingly drawn to whole and lightly processed milk. Participants cited “creaminess,” “authentic flavor,” and “nutrient richness” as top reasons for preferring higher-fat milk.
Interestingly, the study found that demographics, lifestyle, and nutrition awareness significantly affect perception: younger and health-conscious consumers often balance indulgence with moderation rather than complete fat avoidance. The findings suggest that dairy marketers can leverage positive emotional and sensory associations with milk fat while maintaining transparent nutrition communication.
Industry Insight: Changing Perceptions of Milk Fat Among Indian Consumers For decades, Indian consumers—guided by doctors, urban diet trends, and government nutrition messages—have viewed low-fat milk as the healthier choice. Brands like Amul Taaza and toned milk varieties dominated household consumption, especially in cities. However, recent years show a subtle but steady shift in perception, driven by new-age health awareness, nutritional science, and lifestyle changes. Indian consumers are gradually moving from fat avoidance to fat awareness. Surveys by the National Dairy Development Board (NDDB) and private market researchers reveal that urban consumers’ preference for full-cream and cow milk has risen by nearly 12–15% in the last five years, particularly in the premium segment. Sales of full-cream and A2 milk have seen double-digit growth, while demand for double-toned milk is plateauing in metros. This changing sentiment is also reflected in the market. There’s a resurgence in demand for cow milk, A2 milk, and full-cream variants, often marketed as more “authentic” or “farm-fresh.” Startups and premium dairy brands are leveraging this shift to position their products as wholesome, natural, and unprocessed, appealing to families seeking traditional nutrition with modern assurance. At the same time, urban youth and fitness-focused consumers are moderating rather than eliminating fat—choosing milk based on use-case: full-cream for taste and cooking, toned milk for daily consumption, and A2 or organic variants for perceived health benefits. In essence, India’s consumer journey is moving from fat avoidance to fat awareness. The evolving perception of milk fat now balances health, taste, and tradition, giving the dairy sector an opportunity to redefine value beyond “low-fat equals healthy” and reconnect milk with its natural richness and heritage appeal.