Checkoff-invested research drives dairy sales

Alex Belikov

Today’s retailers aren’t guessing when it comes to what earns space on shelves; they are relying on data they trust. That’s where dairy farmers’ investment in research through Midwest Dairy delivers real value. By uncovering how, why and where consumers are choosing dairy and translating those insights into actionable guidance, checkoff is helping partners make smarter business decisions that grow dairy sales.

In 2025, we utilized valuable consumer insights and research to inform Midwest Dairy’s “Key Moments” campaigns, which focused on:

— Dairy strong: Protein is the No. 1 nutrient tied to health and wellness, which positions dairy as a go-to solution for mainstream consumers.

— Lose the lactose, not the taste: With one-third of regional consumers reporting intolerance or sensitivity, and many having misconceptions about low- and lactose-free dairy, there’s a clear opportunity to grow lactose-free dairy through education and visibility.

— Love dairy, love local: With 51% of consumers prioritizing locally sourced foods, dairy is uniquely positioned to connect through farmer stories and local origin.

— Back to school/tailgating: Research shows that snacking is on the rise. Dairy offers convenient, nutritious solutions that meet the needs of families and sports fans in real-life moments.

For checkoff’s retail partners, these moments were high-impact opportunities to feature dairy in ways that felt relevant, timely and aligned with what their customers were already seeking. Together, these targeted, insight-driven campaigns, coupled with other retail and foodservice partners, resulted in 57.7 million incremental pounds of milk sold in 2025. It’s a clear example of how research moves beyond insight to measurable sales.

In 2026, partners have already been actively applying these insights to reach consumers. With research confirming protein as a primary purchase driver — especially in ultra-filtered milk, cottage cheese and Greek yogurt — Midwest Dairy has collaborated with retailers across the region to position dairy as an affordable, high-quality protein solution.

Retailers, including Cub Foods, Fareway Stores Inc., Price Chopper and Dierbergs, have activated this opportunity through omnichannel campaigns, pairing in-store visibility, digital engagement, recipe innovation and trusted nutrition voices to connect with more than 2.4 million consumers.

As consumer preferences continue to evolve, the need for timely, credible insights will only grow. Retailer partners are constantly evaluating which products earn shelf space, and dairy’s ability to compete depends on staying aligned with those expectations. Through ongoing investment in consumer research, Midwest Dairy delivers the business insights and guidance partners rely on to make confident, informed decisions that elevate dairy’s presence and performance in the marketplace.

When partners win with dairy, farmers do too. These consumer insights don’t just help partners succeed; they are fundamental in fueling future demand for dairy. That’s the impact of checkoff-funded consumer research: connecting farmer investment to real marketplace results that support the long-term success and profitability of dairy.