MORE DAIRY COVERAGE
Today’s milk market may be a tough nut to crack — stiff competition from nut “milks” notwithstanding — but the traditional cow’s milk industry is ramping up efforts to reclaim or maintain its market share. Processors and industry groups are focusing on attention-getting marketing campaigns and product innovations, among other efforts, in the wake of shifts in beverage preferences.
In a widely shared article earlier this year, The New York Times underlined market challenges, pointing out that younger Gen Z consumers have been dubbed the “not milk” generation for buying 20% less cow’s milk than average consumers in 2022. Among other reasons, the story cited this demographic’s lactose intolerance rates, their concerns about the dairy industry’s impact on climate change, and the taste of the low-fat and skim milk that they were served in schools. Despite these and other issues, the article noted that the fact that milk is a naturally derived and nutritionally rich product can be an enticing proposition among all age groups.
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Certainly, many in the milk industry are emphasizing those and other attributes of cow’s milk to maintain core consumers and reach younger drinkers. They aren’t doing it quietly, either.