Introduction

The world population is estimated to reach 9.8 billion people by 20501 and with this, and the rise of incomes in developing countries, the demand for dairy products is expected to approximately double by this date, compared to 20002. Although there has been limited growth in global milk production in recent years, it is predicted to increase by 22% in 2027, compared to 2015–20173. The developed countries’ share in global dairy production, however, is decreasing (along with the number of dairy cows and farms). Eating habits are changing in many developing countries, especially in East and Southeast Asia, where milk production and consumption are increasing strongly4,5,6.

Financial viability is key to the profitability of dairy farms in developed countries7. Technological advances have allowed many countries to keep their dairy farming and processing sectors dynamic and in a position to meet current demand8,9,10. Still, profitability is necessary for farms to be viable, and this is determined by the costs of milk production and the revenue from the sale of products, especially milk11. However, this financial model and the performance of the entire sector are being challenged by recent developments. In particular, dairy farming in high-income countries faces internal and external challenges. Among these is declining profitability, a result of increased competition from alternative products, labour shortages, instability in milk prices and climate change, all of which affect dairy farmers’ financial viability and their well-being12,13,14. In particular, the COVID-19 pandemic created an imbalance between supply and demand of dairy products, causing price instability15. The high cost of milk production compared to the income obtained from milk sales leads to low morale and a decreased interest in dairy farming12. These changing dynamics of the sector have the potential to affect competition, productivity and efficiency, as well as the well-being of rural communities16.

Increasingly, there are stricter control measures associated with practices affecting animal welfare, such as the treatment of unwanted male calves from dairy cows17,18,19. Poor dairy cattle welfare is one reason that milk alternatives are replacing dairy products, as well as environmental concerns and human nutrition impact20. A rising awareness of animal cruelty has resulted in an increasing number of consumers tending to avoid animal products21,22,23. Recognising the multifaceted impact of changing dynamics, farmer welfare and animal welfare indicators have a direct positive relationship24. The positive relationship between animal welfare on dairy farms and farmers’ satisfaction with overall farm performance, including profitability, illustrates the importance of the One Welfare concept25,26. Therefore, increasing the well-being of farmers and reducing the stressors to which they are exposed is just as important for the farmed animals24.