Scandinavian markets such as Sweden and Denmark lead the way in terms of dairy beverage consumption, surpassing even the renowned Japanese market.
Elsevier Food International, Vol. 6, Number 4, November 2003

Like in Japan, fermented style drinks (e.g. kefir, filmjolk) dominate in Scandinavia and are gaining popularity in Germany. The Dutch also consume their fair share of dairy beverages, with rising consumption of yoghurt drinks. On the other hand, consumption in the UK and France is modest with sustained preference for more traditional beverages. When it comes to flavour, the ubiquitous chocolate milk is a global phenomenon. In the US, for example, it accounts for 96 per cent of total consumption. Australia is the exception, however, as coffee flavoured milk is the most popular. Surprisingly, figures from Australia showed demand is strong from adult males, rather than children, among the primary consumer groups. The more developing distribution systems and low consumption of white fluid milk have not slowed the demand for flavoured milk in Latin America, where UHT products are widespread. Quick and simultaneous product introductions by the major dairy processors in the Mexican market have boosted growth in recent years.