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Maybe! My best guess is on the individual level the milk and cheese consumption varies significantly. It may be that single data points don't follow any trend and only broad averages are useful to the industry. Do you live in an area with a strong dairy industry? I do, and I grew up drinking milk. In my 20s I found myself drinking very little, but in recent years I've really ramped it back up. I think I'm doing it because of one thing the article noted: an interest in consuming more "natural" foods.