The study shows that 71 per cent of Indians still enjoy milk and milk products regularly as part of their daily routine
Highlighting a clear tilt towards branded dairy, a study has revealed that 64 per cent of Indian households usually buys branded animal-based milk, compared to 21 per cent who typically buy unbranded loose milk. Branded plant-based options like almond or soy milk are present but niche, at around 12 per cent.
Celebrating National Milk Day, Godrej Jersey released the ‘Godrej Jersey India’s Lactograph Findings FY25-26’ study. The research across eight key Indian cities revealed that 71 per cent of Indians still enjoy milk and milk products regularly as part of their daily routine, even as the way they consume milk has evolved.
The study showed that the traditional glass of milk has been blended into cold brews, smoothies, badam milk, cereal bowls and protein shakes. Among those who consume milk, 58 per cent say they consume flavoured milk such as kesar or badam milk most of the times, while 51 per cent blend it into smoothies for an energising drink.
“This study clearly indicates that milk is not leaving the table; it is just changing its glass. The data reflects both legacy and evolution; 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. The evolving demand for higher-protein and fortified dairy formats is a powerful signal of where the market is headed,” stated Shantanu Raj, Head of Marketing, Godrej Jersey.
Milk also becomes celebratory during festivals, with 41 per cent of Indians choosing flavoured milk as a drink for festivals and special occasions as their go to refreshment. The study highlighted that 64 per cent of the Indian parents surveyed believe that their child may have lower bone density due to reduced milk consumption compared to their own childhood. 54 per cent of these respondents also feel that their child’s physical growth is slower compared to their own growth at their age which could be the result of lesser milk consumption.
Even when not consumed as a drink, dairy continues to dominate the Indian plate. The study showed that curd (80 per cent), paneer (76 per cent) and butter (74 per cent) remain household staples, underlining how strongly dairy is woven into India’s every meal and mood.
