The article below was originally published as a guest column in Cheese Market News, a leading weekly publication serving the cheese, dairy and deli industries. It is shared here to extend its reach and highlight key insights for our partners, health professionals and educators.
Sales and interest in whole-milk dairy foods have been gaining traction in recent years, as a growing body of evidence shows that whole-milk dairy foods such as cheese, yogurt and butter may not be associated with negative health outcomes when consumed in recommended amounts; instead, they fit well within healthy eating patterns.
Most recently, whole-milk dairy foods had a big win in the newly released 2025-2030 Dietary Guidelines for Americans, which encourages consumption of “real food” with dietary patterns built around protein, dairy, vegetables, fruits, healthy fats and whole grains, alongside a reduction in highly processed foods.
The Dietary Guidelines continue to emphasize dairy’s role in healthy eating patterns, pointing to nutrients many Americans struggle to get enough of, including calcium, vitamin D and potassium. The Dietary Guidelines reflect a broader whole-food philosophy, encouraging Americans to choose whole-food sources of saturated fat, including whole-fat dairy, while keeping intake within established limits.
These positive associations with whole-fat dairy foods are not based on individual nutrients alone but rather on the dairy matrix, which includes both the nutrient and non-nutrient components of foods such as vitamins, minerals and bioactives, as well as physical structure, texture and form. Together, these elements can affect digestion, absorption and physiological functions that are important for health.
For the dairy industry, interest in whole foods creates a timely opportunity. From cheese to milk to yogurt, dairy competes well in a marketplace that increasingly rewards familiar whole foods.
Protein is having a moment
In addition to encouraging whole foods, the Dietary Guidelines elevate the importance of high-quality protein. At the same time, interest in protein is rising among consumers. Motivated by goals related to healthy aging, muscle and bone health and overall well-being, 70% of Americans report they are seeking protein-rich foods, according to the International Food Information Council’s 2025 Food and Health Survey.
Interest in protein spans generations and eating occasions. Parents are seeking protein-rich snacks for kids, often paying a premium for products labeled “good source of protein.” Teens are turning to protein bars, shakes and powders to support sports performance. This heightened interest has fueled rapid product expansion across categories from snack foods and baked goods to comfort-meal kits and convenience options. Market research projects the high-protein product segment to grow significantly through 2028.
Dairy products are naturally an excellent source of high-quality protein and are considered whole foods that are affordable and easy to prepare. Cheese and yogurt in particular are nutrient-dense options that provide the protein and micronutrients needed to maintain muscle and bone health.
Within this fast-growing protein landscape, dairy remains a leader. Dairy proteins, including whey and casein, are among the highest-quality and most digestible proteins available, supporting muscle growth and repair and overall metabolic health. The dairy industry is expanding processing capacity for whey protein and milk powders in response to rising demand, helping to support manufacturers who use dairy ingredients across beverages, snacks and sports nutrition products.
The rise of GLP-1 weight loss medications is also accelerating protein demand, as these drugs — now used by an estimated 12% of Americans — significantly suppress appetite, raising concerns about nutrient gaps and muscle loss. As a result, users are being advised to prioritize protein, hydration and fiber-rich foods to maintain adequate nutrient intake and prevent muscle loss. Dairy is well positioned to meet this emerging need. This demand is already driving product innovation, including new dairy-based beverages formulated specifically for people taking GLP-1s and functional shots made with kefir and colostrum.
Ultra-processed foods under a critical lens
Alongside interest in whole foods and protein, ultra-processed foods are increasingly at the center of the conversation around food and nutrition. Even so, there is not a universally recognized definition of what constitutes an ultra-processed food, and not all processing should be perceived as negative.
While research shows that some highly processed foods with low nutritional value are consistently linked to poor health outcomes, many nutrient-dense foods that are processed — like whole-grain cereals, canned beans, frozen vegetables and yogurt — provide nutritional value and have beneficial health impacts. In addition, much of the food eaten today undergoes processing to improve safety, preserve or enhance nutrients, and make healthy options more affordable, benefits worth considering when discussing the role of different types of processing in supporting health.
In the case of dairy foods, pasteurization ensures milk safety and quality, and fermentation used for cheeses, yogurt and kefir adds beneficial bacteria that supports gut health, strengthens the microbiome and provides functional benefits beyond basic nutrition. Processing also allows companies to improve nutritional profiles by reducing sodium, added sugars and saturated fats while fortifying beneficial nutrients. These innovations are often overlooked in the ultra-processed food classification that focuses on the extent of processing rather than nutrient density.
As awareness of ultra-processed foods grows, policymakers are examining how definitions and regulations might shape nutrition guidance and food access. This ongoing review reflects both the importance and the complexity of the issue and the need for careful, science-based approaches.
With updated nutrition guidance, strong protein demand and evolving views on dietary fats converging, dairy is well positioned to meet consumers’ shifting expectations and play an increasingly important role in health-promoting diets.
The views expressed by CMN’s guest columnists are their own opinions and do not necessarily reflect those of Cheese Market News®.