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 1405 students during freshers’ week has outlined the demand from top-performing athletes to onboard unprocessed and naturally high-protein dairy products.

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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.

Performance nutrition lead for Loughborough Sport, Andrew Shepherd said: “Dairy protein, which is a complete protein source, remains a popular choice for athletes due to its natural composition and effectiveness. 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 Sport Performance Nutrition team which is led by Andrew Shepherd - who recently returned from Paris having led ParalympicsGB’s nutrition team at the 2024 Paralympic Games.

Marketing director at Graham’s Family Dairy, Carol Graham 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."

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.