Milk retains its ‘healthy’ credentials
Consumers worldwide remain positive about the goodness of milk and understand its nutritional value, finds a new study published in Tetra Pak’s eighth Dairy Index. However, consumers also feel variety and convenience are not keeping pace with modern lifestyles and expectations.
The study, undertaken earlier this year, highlights the need for dairy companies to revitalise the relevance of milk among consumers of all ages through the introduction of innovative products and a fresh approach to marketing and communication.
For several years, the food industry has reported rising demand for nutritious but convenient products, fuelled by the new generation of health conscious consumers leading ever more active lives. People already regard milk as ‘nutritious’, ‘healthy’, ‘a good source of calcium’ and ‘tasty’, but to maintain its relevance in the modern world, producers need to innovate and develop drinks that reflect changing lifestyles.
Dennis Jönsson, president and CEO of Tetra Pak Group, comments, “The key to energising dairy in all geographies is to make people excited about drinking milk; creating new products and developing communication campaigns to show that it is convenient, pleasurable, a special treat even, and relevant to all.”
