The United States in particular has seen rapidly rising demand for whole milk dairy, with the market for full-fat cream cheese, milk, sour cream and frozen novelties growing faster in 2017 than the market for lower fat varieties, according to data from IRI. And the European market looks set to follow.

Arla Foods Ingredients says it has seen increased demand for full-fat dairy products, including for milk, yoghurt, kefir and butter, as consumers seek products that are richer in fat – and shoppers are willing to pay more for premium quality full-fat products. In a recent annual earnings report, Arla said revenue from its Lurpak butter brand jumped 8.3% in 2017, even though sales volume fell 2.7%.

Overall, Western European butter sales are growing at a CAGR of 2%, and resurging demand for butter emptied European stockpiles in mid-2017.

Meanwhile, the world’s largest yoghurt maker, Danone, has launched a whole milk variety of its Activia yoghurt in the Nordic market.

Full-fat milk and dairy products also dovetail with the concept of clean and simple eating, which has gained a huge amount of traction among many consumers. Shoppers are looking for whole, unprocessed foods – and full-fat dairy fits that description.

According to IRI, the more natural the product, the more likely consumers are to migrate toward whole fat varieties, so products like full-fat cream, unprocessed cheese, milk, sour cream and yoghurt have grown, while full-fat processed cheese, margarine and ice cream have not. To capture more market share, the research organisation suggests manufacturers should consider other purchase drivers, such as convenience, and it highlights products like whole fat yoghurt drinks and natural cheese snacks and slices as potential areas for growth.

Looking forward, manufacturers should be aware of an ongoing shift in what consumers consider healthy or not. Low fat is on the way out in many categories as fat – even animal fat – is making its way back in.