Health-conscious Americans drive dairy market with viral hacks and trends
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More health-conscious Americans are showing renewed interest in dairy products.
From mixing protein shakes with Diet Coke to mixing cottage cheese into pasta sauces, new viral hacks tout the potential health benefits of dairy products without sacrificing their rich flavor.
This trend isn’t just online, it’s changing what shoppers find in dairy aisles around the world.
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According to market research firm IMARC Group, the global dairy-based protein market was valued at approximately $15 billion in 2024 and is expected to reach $22 billion by 2033.
Daniel Rehal, founder of yogurt-based probiotic supplement Zoguri, told Fox News Digital that dairy products “become a true superfood when fermented with beneficial bacteria.”
Health-conscious Americans are revamping their diets with protein-rich dairy products like yogurt, kefir and cottage cheese. (iStock)
“When we very carefully ferment dairy products with beneficial bacteria such as L. reuteri, it produces short-chain fatty acids and neurotransmitters such as serotonin and dopamine, leading to improved mood, energy and sleep,” he said.
“Given that up to 80% of your immune cells are in your gut, fermented milk-based probiotics become essential for both physical and mental health. For me, this is the definition of a superfood,” he added.
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The Nebraska-based entrepreneur described fermented dairy products as “a 2,400-year-old prescription for better health that modern medicine is just beginning to understand.”
“For centuries, fermented dairy products have been the cornerstone of healthy diets around the world. Now we understand why,” he said.
“Each person has a unique gut microbiome that determines how they tolerate and utilize different foods and nutrients,” one expert said. (iStock)
Janelle Connell is a registered dietitian and personalized nutritionist Health testing company Viome told Fox News Digital that the benefits of dairy products aren’t just limited to their protein content.
“[Dairy is] It is also a source of calcium, vitamin D and vitamin A. It can also be found without adding sugar, [it] “a satiating part of any meal,” she said, adding that it also contains muscle-supporting amino acids.
“Fermented dairy products, such as yogurt or kefir, are the best tolerated type of dairy products.”
But Connell warned that no food is universally healthy, and Viome found that dairy products appear to be harmful to almost half of its millions of customers.
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“Each person has a unique gut microbiome that determines how they tolerate and utilize different foods and nutrients,” he said.
“For some, it can be a valuable source of nutrients. For others, it can be an inflammatory trigger or difficult to digest. The only way to know for sure is to use further testing to see how dairy and all other foods affect your unique biology.”
Americans mix cottage cheese, shown above, into pasta sauces, desserts, and smoothies to increase protein intake. (iStock)
“Personal biology—not trends—should drive your decision to include dairy products in your diet.”
Connell suggested focusing on fermented dairy products and staying away from raw milk.
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Although the latter may contain beneficial enzymes and bacteria, it also carries a higher risk of bacterial contamination.
“Fermented dairy products can support the gut – but only if they are well tolerated by you,” he said. “A diet rich in fermented foods may increase gut microbiome diversity and reduce inflammatory markers, thanks to their probiotic content.”
Yogurt is a fermented dairy product that can help support the gut. (iStock)
If you’re not used to eating dairy and want to reintroduce it into your diet, Connell advises people to “test, guess.”
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“An at-home gut microbiome test like Viome’s can help you understand how dairy foods affect you personally and whether they are the right foods to add to your routine,” she said.
But if you prefer to ease in slowly, “start slowly with plain, fermented dairy products,” Connell said.
Some nutritionists say fermented dairy products may improve digestion, mood and immunity by supporting a healthy gut microbiome. (iStock)
“Fermented dairy products, such as yogurt or kefir, are the best-tolerated type of dairy products,” he said. “Look for options that state they contain live or active cultures and no added sugar.”
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“Pair your dairy choice with a high-fiber food to nourish your gut microbes, like plain yogurt filled with fresh fruit and nuts, a kefir smoothie made with berries and greens, or a delicious cottage cheese bowl topped with diced tomatoes and cucumber.”
