Godrej Jersey’s latest consumer study, released on National Milk Day, shows that India’s bond with milk remains strong even as consumption patterns evolve. India’s Lactograph FY25–26 study—conducted with YouGov across eight major cities—reveals that 71% of young urban Indians continue to consume milk and dairy products regularly.
While the classic glass of milk is no longer the dominant format, dairy has comfortably adapted to modern habits. Milk now flows into cold brews, smoothies, cereal bowls, badam milk and protein shakes. Among regular users, 58% prefer flavoured milk, and 51% enjoy milk-based smoothies as a convenient energy booster.
Milk continues to anchor India’s tea and coffee culture, with 59% saying they consume it mainly through their daily chai or coffee. It also retains a festive presence—41% favour flavoured milk as a celebratory beverage during special occasions.
Nostalgia remains a powerful driver: 52% of adults prefer plain milk, linking it to childhood routines. Respondents fondly recalled before-school milk (49%), bedtime drinks (43%), and the traditional doodh-roti meal (41%), underscoring milk’s deep emotional resonance.
The study also highlights rising parental concerns. About 64% worry that reduced milk consumption may affect their children’s bone density, while 54% believe today’s kids grow more slowly compared to previous generations. This makes milk a family staple, valued for calcium (73%), protein (62%), fitness (60%) and energy (62%).
A clear shift toward packaged dairy is emerging as well. Nearly two-thirds of households (64%) now prefer branded milk for its safety, hygiene and consistency, while only 21% still opt for loose milk.
Commenting on the findings, Shantanu Raj, head of marketing at Godrej Jersey, said that although consumption formats are evolving, India’s trust in milk remains unwavering. He noted increasing demand for high-protein and fortified dairy products as a significant growth opportunity.
With dahi (80%), paneer (76%) and butter (74%) continuing to dominate kitchens, the study reinforces milk’s enduring place at the heart of India’s diet and cultural memory.