For years, full-fat dairy had a target on its back, painting it out to be a food product consumers should avoid. Past dietary guidelines encouraged Americans to choose lower-fat or fat-free dairy whenever possible, which shaped how families shopped and how brands positioned their products.
But all of this changed dramatically earlier this year as new federal dietary guidelines formally embraced full-fat dairy as part of a healthy eating pattern.
According to Katie Brown, president of National Dairy Council, this change validates more than a century of farmer-funded research and opens the door to new opportunities across the dairy supply chain. She says this long‑awaited recognition is a chance for new opportunities for the entire dairy community, from the farm level to processors and brands.
Dairy Front and Center
During the release of the new dietary guidelines, several messages were established, with dairy ranking high on the list.
- Eat the right amount for you
- Prioritize protein foods at every meal
- Consume dairy
- Eat vegetables and fruits throughout the day
- Incorporate healthy fats
- Focus on whole grains
- Limit highly processed foods, added sugars and refined carbohydrates
- Limit alcoholic beverages
“When the guidelines came out, it was a pretty clear message: eat real food,” Brown says. “Dairy foods fit into that message perfectly.”
With dairy showing up in multiple parts of the guidelines — as an excellent source of protein, as a recommended food group and as part of the healthy fats conversation — Brown say it’s clear the guidelines recognize dairy’s versatility across several nutrition areas.
Full-Fat is Back
With changes to the healthy fats guidance, the new dietary guidelines now include dairy at all fat levels — something that hasn’t appeared in previous editions. Foods like whole milk, full‑fat yogurt and cheese are now recognized as options that can fit into a balanced diet.
“It’s a meaningful shift that gives consumers more choice and acknowledges the evolving research on dairy fat,” Brown says. “Dairy foods at all fat levels, including whole milk, full-fat yogurt and cheese are now included in the dairy food group in the dietary guidelines.”
Although the guidelines mark a change on paper, Brown notes consumer buying habits have been moving in this direction for a while.
“Nearly 50% of all milk sold in grocery stores is full-fat dairy,” Brown says. “Consumers are already there. It’s almost like the guidelines are catching up with what consumers know, like, trust and are doing.”
She adds taste has been a major driver.
“Now, the science is aligning with that preference in a way that reinforces dairy’s value, not just its taste. It’s about nutrition, flexibility and choice,” Brown says.
Opportunities for Farmers and Processors
With consumers seeking real, minimally processed foods with simple ingredient lists, full-fat dairy checks off several criteria in the dietary guidelines. Brown describes it as the “perfect trifecta,” offering high-quality protein, healthy fats and a wholesome, real-food option.
This shift also opens doors for marketing, as brands look for ways to highlight the benefits of full-fat dairy. Major consumer packaged goods companies are exploring how to leverage the updated guidelines to promote dairy products and connect with changing consumer preferences.
“Brands have been reaching out to understand how they can communicate the updated guidance,” Brown says. “They see it as an opportunity to highlight the positive news for dairy.”
On the processor side, Brown says the Innovation Center for U.S. Dairy includes more than 70% of dairy brands and companies. A new chapter focused on milk and full-fat dairy is being added to the industry playbook to help companies develop marketing and product innovation strategies that reflect the latest research and updated dietary guidelines.
The center’s health and well-being committee focuses on opportunities in areas such as maternal and child health, gut health, heart health and metabolic health. By translating new nutrition research into products and messaging, the group helps processors meet consumer demand for healthy, real-food options.
“We’ve put together messages that are backed by science and have also been tested by consumers,” Brown adds. “And we know they resonate.”
A Century of Science Pays Off
Brown is quick to point out including full-fat dairy in the new dietary guidelines didn’t happen overnight. It reflects a long-term commitment by dairy farmers to nutrition science.
“For more than 100 years, dairy farmers have invested in research,” she adds. “Few food categories have the same depth of science supporting the health and wellness benefits of dairy foods.”
She credits both dairy farmers and scientific leaders, including former chief science officer Greg Miller, PhD for recognizing the potential of full-fat dairy early and supporting the research behind it.
“Checkoff has funded 80 studies on full-fat dairy, milk and other dairy foods, which in turn have inspired more than 600 additional studies by independent researchers,” Brown says. “Together, this creates a large body of evidence that helped inform the updated guidelines, and it’s a reflection of the strength of the science.”
That research provided a broader view of dairy, emphasizing its overall nutritional value rather than focusing solely on fat content.
“Guidelines of the past probably over indexed on restriction, often emphasizing what to limit rather than what to include,” Brown notes. “What the science has shifted and shown us along the way is that there’s so many health and wellness benefits to embracing a diet that includes nutrient-rich foods like dairy foods at all fat levels.”
With the science and guidelines now aligned, consumers have more dairy choices across a range of fat levels, setting the stage for dairy to play a central role in the real food movement — delivering taste, tradition and real health benefits in every glass, cup and slice.
