Is Raw Milk Consumption Increasing? Unpacking the Debate

December 2, 2025 •

3 min read

Data from market research firm NielsonIQ revealed a significant spike in raw milk sales, increasing by 21% to 65% in recent periods compared to the previous year. This rise begs the question: is raw milk consumption increasing, and why are more people seeking this unpasteurized option despite warnings from health officials?

Quick Summary

An upward trend in raw milk consumption is fueled by the 'unprocessed food' movement and social media advocacy, despite official health warnings. The perceived health benefits are not scientifically proven, and the risk of contracting foodborne illnesses is a significant concern.

Key Points

Consumption is rising: Sales data and online interest indicate an increase in raw milk consumption, linked to wellness trends and distrust of processed foods.
Misinformation drives trends: The movement is significantly influenced by unproven claims on social media about raw milk's nutritional superiority and health benefits.
Unsubstantiated benefits: Scientific research shows no significant nutritional difference between raw and pasteurized milk, and claims about allergies or lactose intolerance are not scientifically supported.
High risk of illness: Raw milk can harbor dangerous pathogens like E. coli and Salmonella and is associated with a high number of foodborne illness outbreaks.
Vulnerable groups are at risk: Children, pregnant women, the elderly, and those with weakened immune systems are particularly susceptible to severe illness from raw milk pathogens.
Legal access is expanding: More states are permitting or expanding access to raw milk sales, often through direct-to-consumer methods.
Outbreaks are still happening: Despite on-farm hygiene measures, outbreaks related to raw milk continue, highlighting the inherent risk.
Recent bird flu concerns: The detection of H5N1 avian influenza in dairy cattle raises additional public health concerns regarding raw milk consumption.

The Rise of the Raw Milk Movement

Raw milk has gained prominence in health discussions, moving from a niche product to a widely debated topic. This shift is influenced by social media, a growing distrust of large-scale food production, and movements promoting minimally processed, 'back-to-nature' foods. Some consumers view drinking raw milk as a return to a more authentic lifestyle.

Social media influencers have played a key role, promoting raw milk as a 'superfood' with enhanced nutritional and healing properties. They often portray pasteurization as detrimental, rather than a crucial safety measure. This narrative, along with skepticism towards government regulation, has contributed to the legalization of raw milk sales in many states.

Legal Landscape and Distribution Changes

The legal status of raw milk sales varies greatly by state. As of 2025, over half of U.S. states allow some form of direct-to-consumer sales, such as on-farm pickups, farmers' markets, or through 'herd-share' agreements. These methods bypass federal restrictions on interstate raw milk sales for human consumption. The availability of raw milk has increased through direct sales channels, including on-farm vending machines.

State-specific sales: Regulations differ widely, from prohibition to licensed retail sales.
Herd-share models: Consumers buy a share of an animal to obtain raw milk where direct sales are restricted.
Increased accessibility: On-farm sales and vending machines are making raw milk more available.

The Misleading Allure of Raw Milk

Raw milk proponents claim various health benefits, including superior nutrition, easier digestion for those with lactose intolerance, and prevention of allergies and asthma. However, public health organizations and scientific studies refute these claims.

Nutritionally, raw and pasteurized milk are similar. Pasteurized milk provides essential nutrients without the risk of pathogens. Claims that pasteurization destroys beneficial enzymes are not accurate, as these enzymes are typically broken down during digestion. Raw milk contains lactose, and there's no evidence it's better for lactose-intolerant individuals. Perceived benefits are likely anecdotal. While some studies link farm life to lower allergies, this isn't solely attributed to raw milk and may involve broader environmental factors.

Comparison Table: Raw vs. Pasteurized Milk


Feature	Raw Milk	Pasteurized Milk
Processing	Unheated milk directly from the animal.	Heated to kill pathogens.
Food Safety	High risk of dangerous bacteria like E. coli and Salmonella.	Safer due to elimination of harmful bacteria.
Nutritional Value	Similar to pasteurized milk; claims of superiority are unproven.	Provides the same essential nutrients safely.
Legality	Varies by state; interstate sale prohibited.	Legal for retail sale nationwide.
Shelf Life	Shorter, highly perishable.	Longer shelf life due to pasteurization.

The Inescapable Health Risks

A major concern with increasing raw milk consumption is the significant public health risk. Raw milk is an environment where bacteria can thrive and can be contaminated during various stages. The CDC has documented numerous foodborne illness outbreaks linked to raw milk.

Pathogens: Raw milk can contain dangerous bacteria including E. coli, Salmonella, Listeria, and Campylobacter.
Outbreak statistics: From 1998-2018, over 200 raw milk outbreaks in the U.S. resulted in thousands of illnesses and hospitalizations.
Vulnerable populations: Children, the elderly, pregnant women, and immunocompromised individuals face higher risks of severe illness or death from raw milk pathogens.
Recent threats: The presence of H5N1 bird flu in dairy cattle presents a new potential health risk with raw milk consumption.

Conclusion: Weighing Risk Against Perception

In summary, raw milk consumption is increasing, driven by interest in unprocessed foods and social media narratives. However, this trend contradicts scientific evidence and public health warnings about its safety. The claimed health benefits lack scientific support, while the risks of serious foodborne illnesses are well-documented. As the raw milk trend grows, consumers must be aware of the facts and potential dangers before choosing raw milk.

For more details on food safety and pasteurization, consult the U.S. Food and Drug Administration's resources.

Frequently Asked Questions

No, scientific evidence shows no meaningful difference in the nutritional value between raw and pasteurized milk. While pasteurization may cause minor losses of certain water-soluble vitamins, milk is not a significant source of these anyway.

No, this is a myth. Raw milk contains the same amount of lactose as pasteurized milk. Studies have not found it to be easier to digest for those with lactose intolerance.

No. Even milk from a healthy cow can be contaminated with harmful bacteria during the milking process or from the farm environment. Standard on-farm hygiene practices cannot eliminate this risk entirely.

Raw milk can carry dangerous germs such as E. coli, Salmonella, Listeria, and Campylobacter. These pathogens can cause severe foodborne illnesses.

Federal law prohibits the interstate sale of raw milk for human consumption. However, state laws vary widely, with over half the states allowing some form of direct-to-consumer sales, such as on-farm pickups or herd shares.

The recent spike is largely driven by a growing social media movement of influencers promoting raw milk, aligning with consumer distrust of processed foods and a desire for 'natural' options.

Yes, pasteurization is a proven method of heating milk to a specific temperature for a set time to kill harmful bacteria without significantly affecting its nutritional quality. This process has drastically reduced milkborne illnesses since its widespread adoption.