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Godrej Jersey study shows 3 in 4 young urban Indians still prefer milk, despite evolving consumption trends
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Friday, 28 November, 2025, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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Marking National Milk Day, Godrej Jersey has unveiled its latest consumer study, India’s Lactograph findings FY25-26, revealing that India’s dairy connection remains strong, even as consumption patterns modernise. Conducted in partnership with YouGov across eight major cities, the study shows that 71% of young urban Indians continue to consume milk and milk products regularly, reaffirming milk’s emotional and nutritional relevance.
While the traditional glass of milk is no longer the only format, dairy has seamlessly entered new-age habits. Consumers are increasingly blending milk into cold brews, smoothies, cereal bowls, badam milk and protein shakes. Among regular milk users, 58% prefer flavoured milk, and 51% enjoy milk-based smoothies as energising options.
Tea and coffee culture remains deeply milk-led, with 59% saying they consume milk mainly through “doodh ki chai–coffee.” During festivals too, milk retains a celebratory status — 41% choose flavoured milk as a festive refreshment.
Nostalgia plays a significant role, with 52% adults preferring plain milk due to childhood memories. Many respondents associate milk with before-school routines (49%), bedtime drinks (43%), and the classic doodh–roti memories (41%). These findings underline milk’s enduring connection to comfort and home.
The study also highlights concerns among parents — 64% fear their children may have lower bone density due to reduced milk intake, while 54% feel their child’s growth is slower compared to their own childhood. As a result, milk remains a non-negotiable for families: 73% rely on it for calcium, 62% for protein, 60% for fitness goals, and 62% for daily energy.
A shift toward branded dairy is also evident. 64% households prefer branded milk for its hygiene, consistency, and safety, compared to 21% opting for loose milk.
Commenting on the findings, Shantanu Raj, head of marketing, Godrej Jersey, said that while milk consumption formats are changing, India’s trust in milk remains unshaken. He highlighted rising demand for high-protein and fortified dairy products as the next big opportunity.
With dahi (80%), paneer (76%), and butter (74%) still dominating Indian kitchens, the study reinforces that dairy continues to be central to both nutrition and culture across generations.
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