New data points to a surprising shift among young Swedes: milk is making a comeback after losing ground to e.g. plant-based alternatives for several years

A recent survey reveals that Swedish consumers — particularly young adults — are rediscovering milk as a natural, locally produced health choice. At the same time, viral food trends are signaling a revival of milk as an everyday super drink. The survey was conducted by Nordstat on behalf of Norrmejerier in April 2025.

For years, traditional staples like milk, fermented milk (fil), and yogurt have been losing ground to plant-based alternatives. But current consumer insights and trend analyses suggest a turning point. According to a Norrmejerier survey, 74% of Swedes are aware of milk’s high protein content, and 63% view it as a strong alternative to recovery drinks laden with additives.

On social media, trends like #MilkTok and #milkmaidcore are gaining traction as younger audiences embrace milk for both its nutritional value and nostalgic appeal. Viral TikTok recipes using cottage cheese and whole milk have fueled interest in “clean label” products—foods with short ingredient lists and no additives.

Norrmejerier’s 2025 Trend Report, released in early May, highlights gut health, probiotics, and functional foods as key drivers of current dietary habits. Milk and fermented dairy products like yogurt and fil are experiencing a surge in popularity among health-conscious consumers, especially when paired with fitness and recovery routines.

• The fact that young people are turning to natural alternatives instead of protein shakes shows real promise for milk. We believe it’s well-positioned to become the next major health drink, says Maria Skogelid, Category Manager for Dairy at Norrmejerier.
• This renewed interest in milk goes beyond health. It’s also about a growing appreciation for authenticity and local production. Choosing Swedish milk not only nourishes the body but also supports our dairy industry and strengthens Sweden’s food security, Skogelid concludes

Read the full press release from Norrmejerier HERE

Photo: Norrmejerier