Weekly sales of raw cow’s milk have climbed substantially in the United States since federal authorities confirmed the H5N1 bird flu virus in dairy cattle for the first time, according to market-tracking data released this week. Researchers at NielsenIQ recorded year-over-year gains of 21% to 65% in raw milk purchases between late March and mid-May, a trend that runs directly counter to repeated guidance from national health agencies.
The Food and Drug Administration and the Centers for Disease Control and Prevention have consistently advised against consuming unpasteurized dairy products, citing longstanding evidence that raw milk poses a disproportionate risk to public health. Officials warn that without pasteurization, milk can retain dangerous pathogens normally eliminated during processing.
“Raw milk can be contaminated with harmful germs that can make you very sick,” the CDC states on its public health advisory webpage. The agency has historically linked raw milk consumption to a range of foodborne illnesses, including infections from Salmonella, E. coli, Listeria, and Campylobacter.
The latest sales uptick arrives as federal agriculture and livestock officials track an expanding H5N1 outbreak in commercial dairy operations. Dozens of herds across nine states have tested positive for the type A H5N1 virus, raising new questions about cross-contamination risks in farms that sell unpasteurized products.
Pasteurization involves heating milk to a specific temperature for a set duration to kill bacteria and viruses without altering the nutritional profile of the liquid. Advocates for raw milk argue that the heating process destroys beneficial enzymes and alters taste, a claim that health regulators and food scientists have repeatedly contested in peer-reviewed literature.
NielsenIQ’s market data tracks retail and direct-to-consumer sales, showing that interest in unpasteurized dairy has continued to grow despite the ongoing agricultural investigation. The 21% to 65% range reflects week-to-week variance in consumer purchasing patterns compared to the same calendar periods a year earlier.
Federal guidance emphasizes that vulnerable populations—including children, older adults, pregnant individuals, and people with compromised immune systems—face the highest risk of severe complications from pathogens found in raw milk. Health departments typically advise all consumers to choose pasteurized products to minimize foodborne illness exposure.
The H5N1 virus was originally identified in wild bird populations before spreading to domestic poultry. Its detection in dairy cattle earlier this year marked a significant shift in the virus’s host range, prompting agricultural inspectors to increase testing frequency at commercial farms and interstate shipment checkpoints.
State-level regulation of raw milk sales varies widely, with some states permitting direct farm sales and others restricting or prohibiting unpasteurized dairy distribution entirely. The patchwork of local laws complicates national tracking of raw milk safety incidents and consumer access.
Public health officials continue to monitor the intersection of agricultural outbreaks and retail food markets, warning that unpasteurized products from affected regions could transmit the virus if contamination occurs. Consumers who choose to drink raw milk are advised to consult local health guidance and recognize the documented risks associated with unpasteurized dairy consumption.