Protein Demand Reshaping Dairy Marketplace

15 May 2026, Manhattan: Growing consumer demand for high-protein foods is creating new opportunities within the dairy industry and reshaping how milk is marketed across the United States.

From protein powders to high-protein cottage cheese products, dairy experts said changing consumer preferences are influencing both product development and milk markets.

“There’s been some major changes in market demand and some things that have changed within our consumer base that is really going to have a major impact on our markets going forward,” said Mike Brouk, Kansas State University dairy expert.

While dairy producers continue managing strong milk supplies and processing capacity challenges, some product categories are seeing increased value.

“One of those key factors is actually the price of protein powders,” Brouk said.

Protein powders produced from whey have grown steadily in popularity over the last several years, but Brouk said recent changes in the health industry have accelerated demand even further.

“There’s this increased protein demand that we have within consumers,” he said.

Brouk said part of that increase is tied to the growing use of weight-loss medications that require consumers to maintain higher protein intake.

“Those that are using weight-loss products are willing to pay more for high-quality protein,” Brouk said.

That demand is also influencing dairy products found in grocery stores.

Brouk pointed to the recent launch of a high-protein cottage cheese product by Dairy Farmers of America called NULU, which contains added whey protein and approximately 33% more protein than traditional cottage cheese.

“NULU has an addition of whey protein to its product,” Brouk said. “So, we have a combination of a quickly available protein source in our digestive system as well as something that’s going to stick around in the digestive system for a longer period of time.”

Consumer interest in products like cottage cheese and Greek yogurt continues to rise as shoppers increasingly prioritize protein quality and nutritional value.

“We’ve seen a rapid increase in cottage cheese consumption across the United States,” Brouk said.

As demand continues to shift, Brouk believes the dairy industry will continue developing products centered around protein and health-focused marketing.

“We need to think about products that we might bring to the market that would increase the protein content and increase the health value of those particular products,” he said.

Brouk added that dairy products are now appearing in more sections of grocery stores than ever before as companies respond to changing consumer preferences.

“We’re seeing dairy products show up in a lot of different places than what we might have envisioned even a few years ago,” Brouk said.

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