Godrej Jersey has released the India Lactograph Findings FY25–26, a comprehensive study mapping how milk consumption habits, motivations and usage occasions are evolving across eight major cities in India. The research reveals a standout trend in West India: flavoured milk has become an everyday dairy choice, with 81% of respondents consuming it “most of the time”—the highest across all regions.
While other regions associate flavoured milk with specific contexts—occasions in the East, seasonal consumption in the North, and comfort indulgence in the South—West India has integrated flavoured milk into its daily diet, driven largely by taste and preference rather than nostalgia.
The region also shows a strong preference for new-age energising formats.
-
62% consume protein shakes
-
62% opt for smoothies
Both figures are the highest nationally.
In addition, 59% of respondents in the West consume milk as a quick meal substitute, far ahead of other regions. This positions milk as a convenient nourishment solution aligned with fast-paced and fitness-oriented lifestyles.
At the national level, the Lactograph highlights shifting parental concerns.
-
54% of parents worry that their child’s growth lags behind their own childhood.
-
64% fear declining bone strength due to reduced milk intake.
-
62% depend on milk for protein and sustained energy.
Commenting on the findings, Shantanu Raj, Marketing Head, Godrej Jersey, said:
“This study clearly indicates that milk is not leaving the table; it is just changing its glass. The data reflects both legacy and evolution. 67% of Indians still enjoy milk through tea, reaffirming its cultural roots, while 44% now consume protein shakes, signalling a new fitness-driven ritual. For Godrej Jersey, this is both a responsibility and an opportunity to ensure that consumers never have to choose between taste, convenience and nutrition.”
Dairy continues to remain a household staple, with dahi (80%), paneer (76%), and butter (74%) forming essential parts of everyday meals.
With the Lactograph FY25–26 findings, Godrej Jersey underscores its commitment to trusted quality and nutrition-led innovation aimed at supporting evolving consumer lifestyles.
