Nearly 4 of 5 Students Still Opting For Dairy Over Over Plant Alternatives

Despite the growth of plant-based dairy alternatives, athletes at the world’s top university for
sports-related subjects are still fuelling up with dairy.

A recent survey conducted at Loughborough University revealed that 79% of Gen Z students
prefer traditional dairy milk over plant-based alternatives.
Despite growing numbers of vegan and plant based dairy alternatives now on the market, the
survey of 1,405 students during freshers’ week has outlined the demand from top-performing
athletes to onboard unprocessed and naturally high-protein dairy products.

In light of these results, Graham’s Family Dairy has partnered with Loughborough University—
the top-ranked institution for sports-related subjects globally —as its Official Protein Dairy
Partner. The partnership will help Loughborough athletes maximise their protein intake in a
convenient and nutritious way, without relying on ultra-processed foods.

Andrew Shepherd, Performance Nutrition Lead for Loughborough Sport said:
“Dairy protein, which is a complete protein source, remains a popular choice for athletes due to
its natural composition and effectiveness compared to plant-based alternatives. For optimal
muscle recovery post-exercise, athletes should consume around 20 grams of protein within 30
minutes of training. Graham’s Family Dairy’s protein products make it easy for our student
athletes to meet this goal, giving them the peace of mind that they’re consuming high-quality,
natural protein.”

Scotland’s largest family-run dairy, which produces a variety of high-protein, natural dairy
products, will work closely with the Loughborough Sports nutrition team which is led by Andrew
Shepherd – who recently returned from Paris having led Team GB’s nutrition team at the 2024
Paralympic Games.

Carol Graham, Marketing Director at Graham’s Family Dairy, said:
“As a former Physical Education and Sports Science student at Loughborough, I know first-hand
just how remarkable the staff, facilities and opportunities are. It’s regarded as the best university
in the world for sports-related subjects, so partnering with Loughborough Sport as its official
Protein Dairy Partner felt like the perfect fit for us.
“The university is committed to supporting the next generation of sporting stars in the UK, and
through this collaboration I hope we can play our part in fueling future athletes. Our high-protein
dairy products have always been crafted with natural ingredients, meaning they can form part of
a balanced diet for everyone, from top athletes to budding academics.
“Our protein range is natural and sweetener-free, giving athletes a needed boost for muscle
recovery. Ready to go wherever their fixtures take them, it’s high-quality nutrition made easy.
We’re delighted to be teaming up with Loughborough Sport to help future champions achieve
their goals, both on and off the pitch!”

The recent survey conducted by Graham’s The Family Dairy reinforced the continued relevance
and importance of dairy within younger generations’ diets, particularly for those focused on
health, fitness, and athletic performance.

Loughborough Sport, with 62 Athletic Union clubs and 21 dedicated performance programmes,
takes a ‘food first’ approach to nutrition, prioritising whole foods as a primary source of fuel and
nutrients for its athletes – a key reason for its partnership with Graham’s Family Dairy. The
collaboration feeds into Loughborough’s commitment to sustaining high-performance athletic
programmes at a national level while ensuring that athletes are provided with the best possible
nutritional support to achieve their sporting goals.

Andrew Shepherd, Performance Nutrition Lead for Loughborough, continued:
“This partnership brings together the world-renowned expertise of Loughborough Sport,
consistently ranked as the top university for sports-related subjects, with the established,
innovative, high-quality dairy products of Graham’s Family Dairy.
“This will not only support our athletes in achieving their peak performance but also promotes the
importance of a food-first approach. We look forward to a successful partnership that will benefit
our athletes and the wider community.”