Fluid milk consumption has decreased in the past 20 years while the beverage market continues to expand and diversify. Understanding consumer desires and perceptions for milk and milk flavor are crucial to identify opportunities. A combination of consumer and product research is required. Surveys and interviews demonstrate that flavor and nutrition are the key desires for consumers, and fluid milk holds unique associations with comfort and family. Variety and enhanced protein are 2 opportunities for milk/milk beverage expansion. Appearance plays a critical role in fluid milk preferences, especially for skim milk, and fat, protein and heat treatment also influence the sensory properties. A thorough knowledge of the role of processing conditions and composition on sensory properties and consumer perception of fluid milks will enable milk and milk beverage innovation.