Milking A Report For All It's Worth

Consumption of liquid milk has been drifting downward in the U.S., even as intake of milk products like cheese has risen. Still, milk-drinking remains the norm among adults, according to a study conducted by BuzzBack Market Research for Dairy Foods magazine. What is it about milk that appeals to people? The top reasons (each cited by 73 percent of milk drinkers) are “it’s healthy” and “for the calcium.” But nearly as many (70 percent) said they drink milk because “it tastes good.”