Objective: Milk and milk products provide important nutrients and have been associated with numerous health benefits in addition to bone health, including a healthy weight and a reduction of risk for certain conditions such as type 2 diabetes, hypertension, cardiovascular disease and colorectal cancer. Nonetheless, consumption of milk and milk products has declined over the past two decades. A qualitative investigation of men’s and women’s outcome expectancies for, and facilitators and barriers to, consuming milk and milk products is an essential first step for the creation of theory-based messages for the consumption of milk and milk products. Design: Qualitative group interview study. Setting: Research was conducted at community centres in Kelowna, British Columbia, Canada. Method: We undertook eight in-depth qualitative group interviews. Separate groups were conducted for men ( n = 20, M_age = 42 ± 6) and women ( n = 20, M_age = 38 ± 7) and adequate (≥2 servings/day) and under-consumers (<2 servings/day). The interview schedule, grounded in social cognitive theory, included questions probing participant’s perceptions of milk and milk products and strategies for meeting dietary recommendations for milk product consumption. Data were analysed using hierarchical content analysis. Results: Perception of contamination of milk and milk products was one of the most common barriers. Consuming milk and milk products as part of a routine and making plans to consume milk and combining milk and milk products with other foods emerged as common strategies from ensuring adequate consumption. Within these themes, gender differences were apparent. Conclusion: Messages promoting milk and milk product consumption should target consumers’ beliefs about the benefits of milk products and provide strategies for increasing their consumption.