A growing cafe culture and a change in diets have helped milk sales rise for the first time in 30 years. Figures from the Milk Development Council show Britons are buying more than at any time since the 1970s and Wales is leading the way.
One explanation is greater demand for continental coffee and a rise in shops serving lattes, which use more milk.
But some farmers in one of Wales' main dairy counties, Carmarthenshire, were still unhappy about prices paid.
There were four creameries in the county 20 years ago, supporting more than 1,000 jobs, but the final one at Llangadog will shut next month.
Despite this dairy farmer Brian Walters, who turned to organic farming seven years ago, said there had been an upturn in fortunes.
"What the purchasers are telling us is that there is a greater demand from the organic sector than there was a year ago.
"I'm very pleased that there is more demand for milk, one thing the Milk Development Council has done very well is push the milk-bars in schools, we just hope it will be reflected in an increase in the price."
Mr Walters said organic farmers were receiving around 22p a litre but conventional farmers were only receiving 16 to 17p a litre.
"There is a future in dairy farming in west Wales but I think what we are going to see in the next decade is fewer dairy farms but larger ones."
Research for the Milk Development Council found the increase in sales in Wales is due to people drinking more tea and coffee and eating more cereals and porridge.
 Demand for lattes has risen, which use more milk |
In recent years US-style coffee houses have appeared in greater and greater numbers on the streets of towns and cities.
While a national chain is yet to move into Carmarthen, the Gatehouse Coffee House opened at the start of the year.
Owner Beverly Dunn said: "It's going the American way. I don't think we could have opened somewhere like this five or 10 years ago here.
"Our main customers during the day are ladies out shopping, business people and business lunches.
"People are acquiring the taste for continental coffees - I think it's because of the American influence and they are more travelled and more adventurous."
Liz Broadbent of the Milk Development Council said the increase in sales was worth around �4m to the UK's dairy farmers.
"This reflects the industry's move away from generic promotions, like the dancing milk bottle advertisements, and instead target specific products at specific goods," she added.
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I don't think we could have opened somewhere like this five or 10 years ago here
