After decades of decline, the consumption of drinking milk in Switzerland showed a surprising rebound in 2024. The main contributor to this turnaround is UHT milk, whose popularity rose sharply over the year.
For years, the production and consumption of drinking milk in Switzerland were in constant decline. The only brief interruption came in 2020, during the pandemic, when closed borders, home offices, and restaurant closures temporarily increased milk consumption.
However, 2024 brought a new development without any exceptional circumstances. The consumption of drinking milk increased again, primarily driven by a surge in demand for standardized UHT milk. This category showed the most growth, while others, such as raw milk, continued to decline.
UHT Milk: Modest Packaging, Stable Fridge Presence
UHT (ultra-high temperature) milk is heat-treated at very high temperatures, allowing it to last longer and be stored unrefrigerated before opening. Once considered inferior to fresh milk, its convenience, shelf stability, and affordability have made it increasingly popular in urban households.
In 2024, UHT milk consumption rose enough to offset the decline in other milk types. Meanwhile, raw milk — despite its image as a “superfood” on social media — saw a 3% decrease. According to AGRISTAT, TikTok trends aren’t enough to shift real-world consumer habits.
Changing Habits or Just a Temporary Pause?
The question remains: is this growth a lasting trend or just a pause in the long-term decline? Experts urge caution in interpreting the data. Milk consumption is influenced by social, demographic, and cultural factors, and without targeted campaigns or education, a sustained increase is unlikely.
One factor stands out: trust in local products. Swiss-produced UHT milk benefits from quality and origin labels, making it more attractive than many imports.
The Return of Milk Isn’t Random
If nothing else, 2024 showed that drinking milk still has relevance. Though not consumed like before, it maintains its place in households and supermarket shelves — especially when it’s long-lasting, practical, and locally made.
