For years, health-conscious adults favored semi-skimmed or plant-based alternatives over whole milk, but recent trends indicate a renaissance of full-fat dairy products across the UK. Retailers are now witnessing unprecedented sales spikes of whole milk, full-fat yogurt, and butter, as consumers opt for these traditional staples, leaving low-fat options languishing on supermarket shelves.
The data reflects this shift stunningly: Searches for "full-fat milk" and "full-fat yogurt" skyrocketed by 417% and 233%, respectively, on Waitrose's website over the past month, with block butter sales up by 280%. Kiti Soininen, category director for food and drink research at Mintel, explains, "We’re seeing a long-term trend of ‘low fat’ losing interest as a health focus." This shift marks a significant departure from just five years ago, when 32% of consumers prioritized low-fat options as part of healthy eating. By last year, the top interests had transformed to low sugar content (31%), contributing to the five-a-day guideline (24%), and the continuing yet diminished appeal of low-fat products (24%).
Several factors contribute to this evolution. The uproar surrounding ultra-processed foods (UPFs) has driven many consumers to rethink their dietary choices. Nutritionist Alexa Mullane noted, "It’s now understood...that fats from whole foods, when consumed in moderation as part of a balanced diet, are not as harmful as previously believed and actually have some health benefits." This changing perception has spurred shoppers to gravitate toward less processed options, making full-fat dairy products increasingly appealing.
Within Waitrose stores, full-fat dairy items are outpacing low-fat alternatives, as awareness of UPFs prompts consumers to seek out less processed foods. Maddy Wilson, Waitrose's director of own brand, commented, "There’s been a lot of bad press around so-called healthy products which aren’t nutritious and don’t taste great," solidifying the argument for returning to simpler dietary options.
The trend toward full-fat dairy products is also linked to the faltering popularity of plant-based alternatives. Despite initial enthusiasm for alt-dairy products, recent surveys indicate food affordability concerns have deterred shoppers from purchasing pricier plant milks—which can cost up to twice as much as traditional cow's milk. According to data from Kantar, whole milk sales grew 1.2% last year, outpacing plant-based milk's growth of 0.9%. Meanwhile, semi-skimmed and skimmed milk encountered sales reductions of 2.4% and 0.7%, respectively.
Such shifts are not merely matters of preference; they indicate changing attitudes toward food preparation as well. A Mintel study revealed 54% of home cooks have started preparing more meals from scratch due to concerns over UPFs, signaling another wave of conscious eating habits.
The reputation of meat substitutes has also declined, impacted by rising living costs and growing skepticism about their perceived health benefits. Mintel's Soininen identified "strong" consumer sentiment linking many alternative protein sources to UPF, prompting two-thirds of adults to express preference for whole food dishes, like vegetables or pulses, over processed substitutes.
Interestingly, natural yoghurts have emerged as top performers, succeeding where diet-oriented options falter. This shift signals consumers are increasingly examining what goes inside their food—three out of five adults are reportedly more vigilant about yogurt ingredients due to UPFs, and many are leaning on the calcium benefits associated with dairy.
With the women’s health conversation also influencing dietary choices, awareness surrounding osteoporosis risks emphasizes the importance of calcium intake. Mullane highlighted, "Calcium is vitally important for bone health, and dairy is a good source...so it’s good news we’re seeing people reverting back to butter over margarine and dairy milk over plant milk."
This confluence of factors highlights the meaningful shift toward full-fat dairy products among UK consumers, who are increasingly prioritizing less processed, nutrient-rich options. The return to traditional choices indicates not only changing tastes but also broader awareness of dietary health, making this resurgence one to watch closely in the coming years.