Ube, taro, matcha: Milk gets a colourful boost
A recent report highlights this shift, noting that Gen Z often perceives traditional, plain milk as a 'Boomer beverage'. This demographic's influence has ushered in an era where milk is not just about nutrition, but also about personalised experiences and visual appeal.
'
Flavoured milk
can be a nutrient-dense beverage option'
Flavoured milk drinks often evoke a strong sense of nostalgia, transporting many back to childhood. However, in today's health-conscious landscape, this emotional resonance is overshadowed by the functional benefits sought by consumers.
'With better formulations, including options with lower sugar, functional nutrients and cleaner labels, flavoured milk has become a part of a healthy diet. It is a convenient source of quality protein and carbohydrates for someone with a high energy need.
It can be a nutrient-dense beverage option that contributes to recovery and energy without being 'indulgent',' says Dr Simrat Kathuria, a celebrity dietician and wellness coach.
Gen Z is highly trend-aware, often discovering global influences online and expecting local offerings to meet the same standards. They demand authenticity and want to see real ingredients to know what they are consuming
YuSung Eo, co-founder of a tea brand
'It has the perfect carb to protein ratio for post-workout recovery'
While taste remains important, factors like nutritional benefits, ingredients, etc, are also vital. 'Flavoured milk has the perfect 4:1 carb-to-protein ratio for post-exercise muscle recovery. Using low-sugar flavoured milks can provide hydration, satiety, and recovery – all in one beverage,' explains Dr Kathuria. Maryam, a marketing professional, avoids anything too sugary, 'Sugar spikes my energy level.
So, I check the protein to carb ratio, and sugar content. I like to know whatever I am consuming is doing something positive for my body,' she says.
'Flavoured milk can be customised for dietary needs'
Today, customisation is a lifestyle for consumers. 'Milk is already an integral part of Indian consumption habits. Flavoured milk resonates with people because it builds on something deeply familiar. What makes it exciting is the ability to customise and express individuality through flavour, texture and presentation,' says YuSung Eo, co-founder of a tea brand.
Meera, a student in Kolkata, who recently started working out at the gym, has never enjoyed the taste of a protein shake.
'Flavoured milk is not heavy, and tastes far better than a protein shake in plain milk. It is like a little post-workout sweet treat for me,' she shares. 'I prefer to have oat-based flavoured milk because I am lactose intolerant. It not only tastes amazing, but doesn't upset my stomach either. Choosing dairy flavours that help my dietary needs is a blessing in today's time,' says Meher, a chartered accountant in Pune.
Popular types of flavoured milks
Taro milk, Matcha milk, Protein chocolate milk, Pumpkin spice milk, Ube milk, Banana milk, & Rose milk
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