Raw milk: is the raw health trend going too far?

Unpasteurised milk should be an off-putting idea for consumers due to health risks. However, it is turning out to be the next food fad.

The vast majority of milk sold in the UK is pasteurised to remove harmful pathogens that cause food poisoning, such as E coli, salmonella, and campylobacter. In the US, the retail sale of unpasteurised milk is prohibited in a significant number of states.

However, the growing attraction to raw ingredients is driving sales of raw milk, which is bottled straight from the cow's udder. Fans of this product see it as richer in nutrients and probiotics, with some calling it a superfood. This may be true to an extent, but its safety heavily relies on the skills of the farmers and levels of hygiene at farms. 

According to GlobalData’s primary research from Q4, 2016, almost two-thirds (63%) of consumers globally say they are either interested in or are actively buying products with fresh / raw claims. The raw food and drink trend is often seen in chocolates, snack bars, or smoothies.

Raw products offer a positive image as consumers believe them to be more natural and fresh. Many consumers associate raw food / drink with a shorter shelf life for products and half of consumers globally surveyed by GlobalData in Q4, 2014, cited ‘shorter expiration date’ as a drawback of raw / unprocessed food and drinks, compared to only 31% who cited ‘risk of illness’, and 33% who cited ‘expensive’. This illustrates how risks of raw food are not a priority concern.

The data also highlights potential confusion as to what point raw or unprocessed food becomes a health risk. Consuming raw vegetables can cause digestive issues, while burgers or steaks are often consumed rare.

Beef burgers have historically been known as a product that should be cooked fully but in recent years, driven by restaurant trends, pink-in-the-middle meat patties have become more popular, leading to food poisoning for some people. There is no set standard within UK food safety regulations yet, only recommendations.