Yes, milk does your body good. But should you drink it every day?

Considered by many to be one of the most impactful advertising initiatives of all time, the 32-year-old "Got Milk?" campaign by the California Milk Processor Board forever changed the way Americans think about milk.

With catchy commercials like an Alexander Hamilton/Aaron Burr history buff failing to win a $10,000 trivia question due to a mouth full of sandwich and iconic celebrities like Harrison Ford, Jennifer Hudson, Hugh Jackman, Shaquille O'Neal and Taylor Swift sporting "Got Milk?" mustaches in magazine ads, few people living during the 1990s won't remember seeing some version of the slogan.

All that advertising led to a whole lot of people drinking milk—and today the worldwide milk market is valued at over $893 billion. This is probably a good thing since milk consumption is associated with a lot of health benefits.

Is milk healthy?

While different forms of milk provide different benefits, the 90% of people who choose to drink cow's milk are getting plenty of nutrients.

One cup of 1% fortified cow's milk has magnesium, phosphorus, zinc, selenium, folate, thiamin, vitamin A, vitamin B12, vitamin E, vitamin D and a whopping 310 milligrams of calcium, per the U.S. Department of Agriculture. "Calcium helps build and maintain bone health and is especially important for growing children and teens and for women of all ages," explains Christine Palumbo, a registered dietitian and nutrition expert based in Chicago. "It can also increase bone mineral density, which may help prevent osteoporosis," she adds. This calcium content and the vitamin D contained in cow's milk also support healthy hair and teeth and boost your immune system.

Cow milk also has about eight grams of protein—about the same amount as a large egg. "Protein is essential for muscle growth and repair and keeping you feeling full," says Bonnie Taub-Dix, a registered dietitian nutritionist and the author of "Read It Before You Eat It - Taking You from Label to Table." A single cup of cow's milk also has nearly 400 milligrams of potassium—a mineral that can reduce hypertension "by helping regulate blood pressure and fluid balance," she adds.

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Is it good to drink milk daily?

But cow's milk isn't for everyone as many people "have a dairy allergy or are lactose intolerant," says Michelle Jaelin, a Canadian-based registered dietitian and nutrition expert. Cow's milk can also contain harmful contaminants, which makes drinking its pasteurized form important. "If you’re considering drinking raw cow's milk, please do not," advises Palumbo. "It is just too risky."

It's also good to be aware that a cup of cow's milk has about 12 grams of natural sugars in the form of lactose. Too much lactose, Taub-Dix cautions, can lead to digestive discomfort for some people.

Milk can also contain a lot of calories and be quite fattening, depending on the variety you choose.

"Drinking whole milk instead of skim milk is like having a cup of skim milk with two (slices) of butter melted in it," Taub-Dix says.

Lactose, calorie and fat content considerations are among the reasons milk may be best to consume in moderation. "As with most foods, just because something is good for you, doesn’t mean a lot is better," Taub-Dix explains. The USDA Dietary Guidelines for Americans recommends two to three servings of dairy per day, including milk.

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What are the most popular types of milk?

Of course, different milk sources provide different nutrients. "Remember that all milks are not created equal," says Jaelin.

The most popular types of milk include cow’s milk, almond milk, oat milk, soy milk and coconut milk. She and Taub Dix both say that cow's milk provides the highest nutrition profile. "Cow's milk provides a balance of macronutrients like protein, fat and carbohydrates, making it a well-rounded option for growth, muscle repair and overall health," Taub Dix explains.

Palumbo says that plant-based milks can be a good alternative to cow's milk, but cautions that most "plant milks have long ingredient lists with added sugars for palatability, plus emulsifiers and stabilizers. Because of this, "they’re generally considered ultra-processed foods," she explains.

Among plant-based milk options, Taub-Dix frequently recommends almond milk because it's usually fortified with calcium that matches or even exceeds the levels found in cow’s milk and is an excellent source of calcium and vitamin D. She says that soy milk also packs a lot of nutrients and "provides a protein content similar to cow's milk." And she praises oat milk for being naturally high in carbohydrates, which can help boost energy. "I rarely, if ever, recommend coconut milk owing to it’s high saturated fat content," she adds.

No matter which variety you choose, "milk can play a valuable role in a balanced diet, but you need to take your individual preferences and needs into consideration before choosing a milk that’s right for you," advises Taub-Dix. "Whether you choose dairy or plant-based alternatives, be sure to read food labels to see what you’re really getting."

This article originally appeared on USA TODAY: Is milk good for you?