Student survey shows rising trust in milk’s nutritional power

Results from our Milk Every Moment campaign student survey reveal a significant uplift in students’ appreciation for milk and its nutritional benefits.

Developed in partnership with British Universities and Colleges Sport (BUCS) in 2024, the campaign aims to engage Gen Z students (those aged 18–25).

It highlights the role of milk not only as a fridge staple but also as a valuable source of high-quality natural protein and an important part of a balanced diet and active lifestyle.

The second-year survey results show:

• 95% see milk as part of a healthy, balanced diet (5% increase vs. April 2025)
• 83% know milk provides a range of vitamins and minerals (17% increase vs. April 2025)
• 76% of students now know that milk can support training or sporting performance (4% increase vs. April 2025)
• 71% recognise it as naturally rich in high-quality protein (14% increase vs. April 2025)
• 67% understand that milk is a natural source of vitamin B12 (15% increase vs. April 2025)

The campaign continues to put milk centre stage at BUCS’ flagship sporting events, including the BUCS Super Rugby Milk Championship and larger events such as the BUCS Nationals and Big Wednesday, engaging and educating students with interactive games and challenges, testing their knowledge of milk’s nutritional benefits.

The campaign is the current holder of two prestigious Cream Awards for 2025: the Cream Awards Cup and the Dairy Influencers Award. These accolades demonstrate the creativity and effectiveness of Milk Every Moment in engaging young audiences and promoting British dairy.

Carrie McDermid, Head of Marketing at AHDB, said:

“These results demonstrate just how effectively our messaging is connecting with students, as their understanding and appreciation of British dairy continues to grow.

“This age group is just beginning to make independent dietary choices and is often exposed to misinformation regarding nutrition. We aim to dispel myths by providing evidence-based information about the natural goodness of milk and its benefits in their daily diets.

“With another busy year planned with BUCS, AHDB will keep building on this momentum with the next generation of milk drinkers.”