A new nationwide Lactograph by Godrej Jersey reveals a striking shift in how India consumes dairy—West India has made flavoured milk a part of its everyday routine, with 81% consuming it regularly, more than any other region surveyed.
The Godrej Jersey India Lactograph FY25–26, conducted across eight major cities, shows that while much of India ties flavoured milk to moments—festive occasions in the East, seasonal preferences in the North, or comfort indulgence in the South—the West embraces it as a daily preference driven purely by taste.
This region also tops the charts for fitness-driven dairy formats:
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62% choose protein shakes
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62% opt for smoothies
With 59% using milk as a quick meal substitute, the West signals a wider shift toward convenience-led nourishment for busy urban lifestyles.
Nationally, the Lactograph highlights parental concerns amidst changing habits:
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54% of parents feel their children’s growth lags behind their own childhood.
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64% fear weaker bones due to reduced milk intake.
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62% rely on milk for protein, reaffirming its role in everyday nutrition.
“The data shows that while the love for milk remains, its formats are evolving,” said Shantanu Raj, Marketing Head, Godrej Jersey. He added that 67% still consume milk most often through tea, underscoring cultural continuity, whereas 44% now consume protein shakes, indicating a transformation led by fitness awareness and modern lifestyle demands.
Core dairy staples remain deeply rooted across India, with dahi (80%), paneer (76%), and butter (74%) continuing as essential parts of home meals.
The Lactograph FY25–26 reinforces Godrej Jersey’s commitment to innovation, nutrition-first dairy products and solutions crafted for modern Indian lifestyles.
