Ninety 5 percent of US households purchase fluid milk at retail and are increasingly demanding wholesome, nutritious, and sustainable products. These shifts in consumer demand present a growth opportunity for the dairy industry to create value-added products for the fluid milk and beverage categories beyond the traditional gallon jug. Based upon data from the IRI DMI Custom Dairy Milk Database, flavored milk, lactose-free milk, and whole milk retail sales increased 6.6%, 15.8% and 5.3% respectively, in 2016. While much of the increase in whole milk sales has occurred from switching away from lower fat versions, some whole milk households are increasing their overall milk usage. Whole milk now represents over a third of the fluid milk category. Whole milk’s gaining acceptance may be tied to consumers’ interest in real and natural and emerging science finding no link between saturated fat and increased risk of heart disease, stroke, or diabetes. Refuel milks focused on consumer interest for additional protein have also increased 36.7%. Understanding the evolving marketplace and emerging nutritional findings is important when considering which advancements in dairy product and process research will need to occur to meet the needs of consumers today and in the future.