AHDB stresses health benefits of dairy
Research conducted by AHDB suggests that more dairy products would be sold if a brighter spotlight was shone on their health benefits.
The consumer research, on health and nutritional messaging, examined how aware consumers are of the health messaging around dairy and red meat, and investigated the reactions of buyers to specific health claims.
Findings reveal that communicating the health benefits of dairy is likely to increase consumption amongst around half of consumers (51% nat rep).
It was also discovered that health has different meanings for different people. For older people, it is generally associated with a balanced diet, whereas for younger age groups it is related to different lifestyle factors, like exercise and methods of food preparation.
Steven Evans, AHDB consumer insight manager, says, “There is an increasing interest from consumers towards learning more abouta the health benefits of including red meat and dairy products in their diets.
“Many consumers claimed they would be likely to increase their consumption of beef, lamb and dairy following exposure to the health messages they saw, but this is higher among those who already buy the products.
“This indicates that positive health messages could be a good way of promoting these products and convincing people to buy into these categories. People want to know how to gain the health benefits. Knowing how much of something should be eaten to gain a health benefit is something people would like to know and be guided on.”
The research also revealed that significantly more younger consumers buy alternatives to dairy than older consumers (53% vs 32%).
Evans adds, “The study is in line with AHDB’s most recent marketing strategies. We know that if we communicate effectively the health benefits of red meat and dairy, people are willing to listen and change their attitude when purchasing and consuming more beef, lamb and dairy products.”
