Swedish dairy company Norrmejerier has released its Trend Report 2025, revealing how innovation, sustainability, and health are ushering in a new era for dairy—from advanced bacterial cultures to the revival of pure, whole milk.
In an increasingly fast-paced and uncertain world, consumers are turning to natural and trustworthy foods. According to the report, dairy is reclaiming its role in everyday life by offering clean ingredients, flexible meal solutions, and a sense of authenticity and comfort.
Simplicity and natural choices are more valued than ever. As traditional meals give way to snacks, small bites, and “second-hand meals” eaten one-handed alongside a smartphone, dairy products are evolving. High-protein snacks, portioned servings, and versatile options are catering to busy, on-the-go lifestyles.
– In a world where food needs to be quick, simple, and natural, consumers want products they can trust—clean, safe, and delicious. That’s where our milk from northern Sweden stands out, says Petra Kangas, Head of Communications at Norrmejerier.
One of the most prominent trends is the demand for “clean label” products—those with short ingredient lists, minimal additives, and a strong sense of authenticity. Whole milk is making a modern return as a nutritious, natural, protein-rich choice—free from unnecessary complexity.
The report also points to social media trends like #MilkTok and a growing interest in traditional foods, with whole milk emerging as a symbol of honesty, simplicity, and trust.
Functional dairy, probiotics, and fermented products are also identified as key growth areas in the current food landscape.
