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Keeping dairy relevant
- 1. Keeping dairy relevant SusieStannard, Senior Consumer Insight Analyst, AHDB August 2018 AHDB Consumer Insight Snapshot
- 2. Where is dairylosing consumers? Source: Mintel
- 3. Decline in dairyconsumption is mostly unconscious • % of decliners of the respective market (milk, cheese, butter, yogurt) who are doing it consciously.(‘actively trying to eat less or cut out’) 15% 35% 36% 19% Cheese and butter most likely to be cut back consciously compared with other dairy markets due to fat reduction/diet mentality The dairy industry needs to tap into what consumers want to stay relevant
- 4. People who HAVEdeclined their dairy consumption are more disengaged with the category: just looking for value for money, rather than brands or flavours
- 5. People who havedeclined their consumption are more open to alternatives
- 6. And they aremore open to negative messages Base: All respondents in Dairy section (1120), who have concerns about the dairy farming industry and how milk is produced (337) DQ36_W10: Do you have any concerns about the dairy farming industry, and how milk is produced? DQ37_W10: What are your concerns?
- 7. But these messagescan come from outside sources and may not be correct Base: All respondents in Dairy section (1120) DQ38_W10: What sources of information have influenced your opinions of the dairy industry over the years?
- 8. Dairy-free is dominantin the conversation
- 9. But cheese hasmanaged to stay in tune with consumer needs and stay relevant
- 10. Which has aprotective effect on the category
- 11. Alternatives have marketedthemselves very effectively • New flavours • Exciting packaging • Innovation to lifestyle – on-the-go • Cachet of Instagram associations • Category in motion – enticing to retail • Importance of brand
- 12. But the dairysector can innovate to drive relevance Building the story Hitting the coffee break Finding a tribe
- 13. There are opportunitiesto re-engage with young people - Gen Z aren’t rejecting, they are questioning - Food is their Rock and Roll - Identities are built around tribes - While Millennials would rather eat out than drink, Gen Z want to recapture scratch cooking Credit: TheFoodPeople
- 14. Version: 16:9/2017-11-09a © Agricultureand Horticulture Development Board 2018 | All Rights Reserved
Editor's Notes
- #4 Milk has the largest drops and yet is the least likely to be conscious, making it clear the reasons for our decline are not as focused on detractors as we may think. In fact it is lack of need state drivers.
- #5 We found that genuine decliners are those who don’t value it: less engaged with dairy and are more likely to look for value for money and less for a flavour or a brand when picking milk.
- #6 Is dairy free driving a lack of engagement with dairy? They are becoming more relevant.
- #7 But find it hard to define, more a growing unease.
- #13 Focusing on specific touch-points with consumers can draw them back to category