It’s been 26 years since the California Milk Processor board first launched its legendary “Got Milk?” campaign. Even with the passing of time, the slogan (picked up the Milk Processor Education Program) still speaks to milk’s role as an at-home, every day staple.

Dairy foods and beverages are facing challenges that include competition from plant-based dairy wannabes, global trade obstacles and more. But the odds are in dairy’s favor as processors home in on consumers’ evolving wants and needs.

When you're talking about the dairy category, there's a seemingly endless array of opportunities—dairy and non-dairy alike—stretching across the refrigerated dairy case to the freezer case.

Consumers are demanding more from their dairy product favorites—as in more clean labels, value-added ingredients, portability and sugar reduction.