In 2021, 61% of consumers turned to fresh milk at least weekly. Importantly, the number of consumers turning to these products has remained fixed over the last few years, which indicates that while people have been working on improving their health through their diet, they are not necessarily cutting down on their intake of fresh milk, stated FMCG Gurus.

There has been a significant increase in the proportion of consumers who turn to plant-based products on at least a weekly basis, with the biggest jump being within the oat milk category.