Milk - it starts off a lot of people's day and, as a nation of tea and coffee drinkers, is a constant for many.
But we are drinking a lot less of it then we used to.
Domestic milk intake was down 17.1% in December last year, compared to the corresponding 2013 figure.
The Central Statistics Office (CSO) says intake by creameries and pasteurisers was estimated at 136.7 million litres for the final month of last year.
Comparing the December 2014 milk produce figures with those for 2013, the total amount of milk sold for human consumption fell by 7.8% to 36.3 million litres.
While butter production was also down 1.8% to 5,400 tonnes.
Less is mmmmmmmmore, it seems.