Dairy bosses believe people are turning away from cow's milk because of social media influencers.
Data from research carried for the National Dairy Council [NDC] last year shows that 41 percent of Irish women and 30 percent of men are limiting or avoiding dairy.
One in 10 believe cow's milk is unhealthy.
According to a spokesperson for the NDC: "We have been aware for some time there was a generation of Irish people avoiding or limiting dairy in their diet, and this was of key concern for us as the current generation will be the future parents,.
"It is a concern that 10 percent of the population perceive dairy as unhealthy."
According to the organization, the amount of time millennials spend online means the message social media 'influencers' can have is immensely powerful.
The NDC spokesperson said: "They will believe a beauty influencer with 100,000 followers."
The British dairy industry is currently running social media campaign in order to promote its own product.
'Februdairy' - launched in responses to the phenomenally successful Veganuary initiative (which encourages people to try a vegan diet throughout January) - is an attempt by dairy farmers to 'bust the myths' spread by vegans about the dairy industry.
At the time of writing, the Februdairy hashtag has been hijacked by vegans, with only two of the top 20 tweets pro-dairy.