In 1995, the national Milk Processor Education Program (MilkPEP) adopted the “Got Milk?” slogan for its “Milk Mustache” ads. Although the campaign was designed to reverse declining milk consumption, it became famous for its celebrity features and clever, relatable scripts, gradually becoming ingrained in American culture.

Today, with convenience and wellness trends driving interest in creamers and dairy drinks, experts note that these segments are benefiting from consumers’ desire for beverages that are naturally nutritious.

“Health and wellness are playing a significant role in shaping consumer interest in both creamers and dairy drinks,” says Mitch Madoff, head of retail partnerships at Keychain, New York. “Many shoppers are returning to dairy for its reputation as a complete, nutrient-dense source of protein that supports bone and muscle health.”

Additionally, products with functional benefits are seeing strong growth in the market, he notes.

“For example, Chobani Complete Yogurt Drink has seen exceptional adoption as consumers seek protein-filled beverages that fit a balanced lifestyle,” Madoff says. “In creamers, lighter or reduced-sugar options, such as Starbucks Caramel Zero Sugar, are also performing well, showing that shoppers want products that align with wellness goals without sacrificing flavor.  

“People are also increasingly focused on making great coffee at home, rather than purchasing it at a cafe, so products and creamers that help deliver that coffee shop experience are resonating strongly,” he continues.

Madoff adds that the brands with high-quality ingredients, fresh branding and creative flavors are dominating the markets more than traditional, more basic options. 

“Ingredient transparency, sustainability and overall authenticity are now table stakes, and just being a familiar name isn’t enough,” he says.

Rebecca Garfinkel, brand manager of Horizon Family Brands at Horizon Organic, Broomfield, Colo., also points to the role wellness trends are playing in driving market interest.

“Health and wellness is top of mind for many consumers today as more are choosing real dairy products for the nutritional value and simplicity of ingredients,” she says. “This includes swapping plant-based milks for real, organic milk. One serving of Horizon Organic’s Whole Milk provides 8 grams of protein and 25% daily value of calcium and vitamin D.” 

Jenny Zegler, principal strategist of food and drink at Mintel, Chicago, emphasizes the importance of protein and low sugar content, especially in dairy drinks including flavored milk and yogurt drinks. 

“For example, 40% of U.S. yogurt-buyers look for high protein when buying yogurt or yogurt drinks and 33% look for low sugar yogurt or yogurt drinks,” she says. “These Top 2 priorities showcase the delicate balance brands must play between value-added health claims and desires for lower sugar, fat and calories.”

Moreover, the ingredient profiles of creamers and dairy drinks are under scrutiny from consumers who are wary about ultra-processed drinks, Zegler says.

“Sixty-one percent of U.S. consumers agree milk with fewer ingredients is healthier,” she explains. “Meanwhile, 22% of U.S. consumers who use creamer in their coffee say creamers with minimal ingredient lists would appeal to them. This places pressure on brands to simplify their ingredient statements or add explanations about the role an unfamiliar-sounding ingredient plays in a product.”

Indulgent flavors win the day

Alongside health and wellness trends, flavor innovation is prompting growth for the dairy drinks category, especially the creamers segment, experts note.

As far as market performance for creamers in the past year, Mintel’s Zegler notes that the market research firm estimates for 2025 sales of cream and creamers show the segment grew 5% from 2024. 

“The rise in sales reflects ongoing interest in flavored coffee drinks,” she says. “In fact, 22% of U.S. at-home coffee consumers who use creamer in their coffee say they are using cream or creamer more often in their coffee compared to a year ago. The increase in creamer usage rises to 26% among millennials and Generation X who drink coffee and use creamer in their coffee.”

Horizon Organic’s Garfinkel calls attention to the brand’s newly launched creamer flavors — Homestyle Vanilla, Chantilly Sweet Cream and Golden Caramel — as sparking interest in the market.  

“From a retailer standpoint, there was a lot of excitement around the new creamer offering and we were able to secure distribution at major national retailers across the country,” she says. “We’ve also received great initial feedback and excitement about the creamers as they help consumers tap into simple, indulgent moments while delivering the delicious flavor they’re craving.” 

Noting the creamer segment’s performance in the past year, Garfinkel says that looking externally, of all refrigerated dairy, coffee creamers are the fastest growing category, with a compound annual growth rate (CAGR) of more than 8.8% over the past 4 years. 

“With most coffee cups now prepared at home, jumping from 63% in 2024 to 71% in 2025, according to the U.S. National Coffee Association, consumers are looking for convenient, coffeehouse-style experiences they can make themselves,” she explains.

Keychain’s Madoff also notes the creamer segment’s growth, highlighting that the category is largely driven by indulgent flavor options.

“The category is being propelled by products that tap into today’s elevated at-home coffee habits, particularly those with richer flavor profiles and premium positioning,” he says. “Overall, the category is expanding, but growth is concentrated among products that offer new or premium flavor experiences, suggesting that innovation and flavor differentiation remain critical to driving real consumer engagement.”

As far as dairy drinks, Madoff meanwhile notes that traditional milk continues to grow at a steady, moderate pace. 

“But healthy dairy drink options, including yogurt drinks like Yakult and kefir from Lifeway, are among the strongest performers on the Keychain platform,” he says. “Consumers are clearly drawn to convenient, probiotic-rich beverages that deliver both nutrition, portability and high quality.”

Crafted to excite the palate and support gut health, the Lifeway Organic Flavor Fusions collection features 10 globally inspired, bold and functional flavor combinations, the company says.
Image courtesy of Lifeway Foods Inc.

Mintel’s Zegler echoes similar sentiments, noting that for the dairy drinks segment, yogurt drinks are showing strong market performance.

“Between 2024 and estimates for 2025, yogurt drinks reported an 18% increase in sales,” she says. “Although yogurt drinks are a smaller segment than spoonable yogurt, it is impressive that the growth of yogurt drinks is outpacing rising sales of yogurt. All types of yogurt are expanding as health-conscious consumers prioritize natural, nutritious and high protein food and drink.” 

As far as the rise of plant-based solutions impacting the markets, Zegler notes that plant-based milk, milk drinks and creamers have been embraced by consumers as another option to add variety to their rotation. 

“Thirty-eight percent of U.S. dairy or non-dairy milk buyers have bought both dairy milk and non-dairy milk in the past three months,” she says. “Moreover, 35% of U.S. dairy and non-dairy milk buyers frequently switch between dairy and non-dairy milk.”

Although there have been fluctuations the past 10 years in consumers trying out plant-based milks, Horizon Organic’s Garfinkel says the company has seen a resurgence and interest in milk and real dairy products as consumers seek out simpler options with high nutritional value. 

Similarly, Keychain’s Madoff notes that the platform is seeing a shift away from plant-based milks, which were once strong competitors to the dairy market. 

“Plant-based options have been slowing in adoption over the past year, with growth more modest than traditional dairy products,” he says. “While brands like Silk and Oatly continue to maintain steady performance with almond and oat-based alternatives, overall plant-based solutions aren’t yet displacing core dairy offerings. However, they remain an important part of the category by driving innovation and attracting shoppers looking for dietary flexibility or lifestyle alignment, such as lactose-free or vegan options.” 

What to look out for

Given the rising interest in indulgent creamers and dairy drinks, experts highlight the most popular flavor profiles in these segments.

For dairy drinks, Keychains Madoff notes that the most popular flavors tend to be fruit-forward and naturally sweet profiles. 

“Strawberry and mixed berry flavors, particularly in yogurt drinks, are driving strong engagement, while plain or lightly sweetened options remain popular in kefir and probiotic beverages,” he says.

For creamers, Madoff points to French vanilla, hazelnut, sweet cream and caramel flavors as leading the market. 

“Variants that combine sweetness with a premium feel — think layered, nuanced, coffeehouse-inspired flavors — or a ‘better-for-you’ twist, like reduced-sugar, are particularly popular, reflecting a consumer desire for both taste and a more mindful coffee experience,” he says.

Horizon Organic’s Garfinkel points to chocolate milk as the continued favorite for dairy drinks, followed by vanilla and strawberry. 

“We currently offer all three flavors in our single serve, shelf-stable milk boxes that make it easy to enjoy whether at home or on the go,” she says. 

“For the new line of creamers, Horizon Organic wanted to lean into U.S. consumer’s top preferred flavors in the coffee creamer category: vanilla, caramel and sweet cream,” she continues. “In addition to providing an organic coffee creamer option with just four ingredients, Horizon sought to elevate these go-to consumer flavors. Horizon Organic’s Homestyle Vanilla, Chantilly Sweet Cream and Golden Caramel coffee creamers help improve daily coffee experiences with creaminess and delicious taste.”

Looking ahead, Garfinkel expects that the creamers and dairy drinks markets will continue to show nothing but growth. 

“At-home coffee making is showing no signs of slowing down, showing consistent growth since 2020,” she says. “Coffee culture is dominating Instagram and TikTok with unique recipes and preparation methods, indicating a continued interest in coffee creamers that provide creaminess and flavor. That, paired with the continued consumer interest in organic products, including dairy (OTA), are key indicators for continued demand for real, organic creamers from Horizon.”

Mintel’s Zegler notes that the market research firm predicts that sales of creamers will grow between 3-4% annually from 2025-2030.

“This predicted rise in sales reflects the opportunity for creamers to help consumers offset the rising cost of coffee by crafting their own coffeehouse-inspired drinks at home or adding flavors to value-priced coffee they bought as a trade-off,” she says. “Creamer growth also will benefit from viral trends among younger consumers who are experimenting with different ingredients to add to their coffee as well other beverages that they want to have creamy texture or added flavor.”

For dairy drinks, Zegler points out that yogurt drinks are forecasted to continue their recent expansion in the next five years. 

“In addition to protein, consumers are interested in trying functional yogurt drinks, including those with the trending nutrient, fiber,” she shares. “Mintel Food & Drink Analyst Jack Doggett notes, ‘Brands have the opportunity to expand growth by leaning into flavors, textures and even more benefits that attract consumers of all ages.’ While the excitement around them will ultimately abate, expect yogurt drinks to ride the wave of convenient, tasty, health benefits for a few more years.”

Keychain’s Madoff anticipates that dairy products overall should see steady performance, with richer and more differentiated formats leading momentum. 

“For dairy drinks, growth will be concentrated in functional and wellness-oriented segments,” he says. “Yogurt drinks and kefir should continue to expand as interest in probiotics and gut health stays strong, while traditional ready-to-drink indulgent formats (like single-serve refrigerated lattes and smoothies) may see softer performance unless they’re reimagined with clearer health benefits.”

Moreover, Madoff says that the brands that win will be the ones that connect product design to real consumer preferences — not just trends — and lean into elevated flavors and purposeful attributes like reduced sugar or functional add-ins. 

“Overall, success will come from balancing flavor, functionality and convenience to meet evolving consumer expectations,” he concludes.