Student understanding of milk's role in sport continues to grow

Our Milk Every Moment (MEM) campaign is helping students better understand the nutritional benefits of milk and its role in supporting active lifestyles.

Student understanding that milk can support sporting performance rose to 79% in April 2026, up from 76% in December 2025. Awareness of milk’s wider nutritional benefits also remains strong, with 90% of students recognising that milk can form part of a healthy, balanced diet.

Strong awareness of milk’s nutritional benefits

The latest survey shows awareness of milk’s nutritional benefits remains positive:

• 67% of students recognise that milk provides a range of vitamins and minerals
• 79% understand that milk can support training or sporting performance          
• 90% agree that milk can form part of a healthy, balanced diet

About Milk Every Moment

Now in its second year, Milk Every Moment is delivered in partnership with British Universities and Colleges Sport (BUCS) and aims to increase awareness of milk’s nutritional benefits among 18–25-year-old students.

The campaign highlights how milk supports sporting performance as part of a balanced diet through digital content, social media and face-to-face activity at major university sporting events.

Together, we are reaching more than 500,000 student athletes and sports fans through flagship BUCS events and student-focused activities throughout the year.

Strong results from year one

Since launching in 2024, Milk Every Moment has generated:

• More than 16 million digital impressions
• Reach of over 9 million people
• More than 248,000 engagements across TikTok and Instagram

As title sponsor, MEM also continues to support BUCS’ premier rugby knockout competition, now proudly named the BUCS Super Rugby Milk Championships.

Students have been able to connect milk with real sporting performance, helping bring the messages to life in a practical, relevant way.