DAI RY FARMERS OF CANADA MILK & CHEESE USAGE & ATTITUDES STUDIES July 17 th 2018 1
MILK 2
RESEARCH DESIGN Online survey November 2017 n=1,713 T EENAGERS A DULTS 18-64 y/o 14-17 y/o (n=1512) (n=201) 3 3
C ATEGORY U SAGE 2017 2011 Past-Month A DULTS 76% 93% 76% 71% 74% 69% 87% Car bo. T e a Wate r Coffe e F r uit Juic e Soft dr inks Milk 31% 33% 40% 44% 41% 14% Ve g. Dair y- base d Choc olate Ic e d T e a juic e L atte milk Plant- base d be v. 4
C ATEGORY U SAGE Past-Month 76% ► 80% QC ► 84% 87% ► 87% ► 74% 14- 17 Milk 31% 14% ► 31% ► 43% ► 32% BC ► 42% 18- 34 Plant- base d be v. 5
L ACTOSE I NTOLERANCE Medically diagnosed as lactose intolerant 5% Not lactose 21% Consider yourself as being intolerant lactose intolerant; never have 79% been medically diagnosed 16% 18- 34 Medically diagnosed = 7% Consider being intolerant = 21% 6 6
M ILK C ATEGORY P ERCEPTIONS S TRONGEST P ERCEPTIONS – P OSITIVE AND N EGATIVE CONVENIENCE NUTRITION QUALITY TASTE 61% 70% 72% 78% Convenient to use DFC produce milk you can trust Source of calcium Goes great with other foods Packaging suits my needs Nutritious & healthy Natural Tastes good 48% 43% 40% 71% Concerned about antibiotics Can get calcium from other sources Lower fat milks are better for me Don't need to drink milk every day 7
M ILK C ATEGORY P ERCEPTIONS : A CHALLENGE WITH M ILLENNIALS 70% 66% 61% ‘ I love the taste of milk 18- 34 55- 64 35- 55 Milk is not as pure as 42% it used to be 29% 26% 8
B ARRIERS TO ANY CONSUMPTION : UNAIDED 7% 24% 28% N ON - A DULTS CONSUMERS Unhealthy / Allergic/ Dislike not good for you 6% Lactose Intolerant the taste 3% Kcal 2% VE GAN Fat Vegan 9
B ARRIERS TO CONSUMPTION : AIDED – T OP 3 A DULTS Non-Consumers Users who could drink more milk 46% 1 23% 1 Don’t like the taste Should drink more water and less milk 35% 2 20% 2 Get my calcium from other sources Just don't think about drinking milk 19% 28% 3 3 Prefer milk alternatives Prefer to consume cheese 10
M ILK C ATEGORY M OMENTUM – P AST Y EAR Net Gain/Loss +6 -6 9% A DULTS 26% AMONG 17% % of All Adult Respondents MIL L E NIAL S 76% 71% 15% 11% 2011 2017 11
M ILK VS C OMPETITION Milk is a he a d o f o the r c a te g o rie s o n…. Good source of calcium Soft drinks Plant based beverages Wholesome Fruit juice Energy drinks Versatile/ Milk Sport drinks can be used in several different ways Nutritional drinks Healthy and good for me Good source of protein Full of vitamins and minerals 12
M ILK VS C OMPETITION Milk is tra iling o the r c a te g o rie s o n…. Soft drinks Plant based beverages Fruit juice Refreshing Energy drinks Milk Drink it to rehydrate after Sport drinks exercise Nutritional drinks Treat / indulgence 13
CHEESE 14 14
RESEARCH DESIGN Online survey November 2017 n=1,502 A DULTS 18-64 y/o 15 15
C ATEGORY U SAGE At le ast We e kly Da ily or 86% e , mor 31% 39% 91% We e kly Use r He avy Use r QC Onc e e ve r y 2- 6 da ys , 43% 26% 4% We e kly , 13% L ight Use r No Use r Onc e e ve ry 18- 34 2- 3 we e ks , 5% Monthly , 3% L e ss ofte n or ne ve r , 6% 16
G AP BETWEEN P RODUCT A WARENESS & C ONSUMPTION 99% 99% 98% 96% 94% 92% 92% 93% 93% Aware 90% 86% 86% 79% 67% 67% 65% 48% 28% 20% Consume 19% 18% weekly 12% 11% 11% 7% 7% 7% 5% 4% 5% 17
C HEESE C ATEGORY P ERCEPTIONS S TRONGEST P ERCEPTIONS – P OSITIVE AND N EGATIVE CONVENIENCE NUTRITION TASTE 62% 64% 76% Easy to use Good source of calcium Pleasurable experience A convenient food Nutritious & healthy Improves taste of other foods An excellent snack Good source of protein 61% 43% 43% High in fat High in sodium Concerned about antibiotics / hormones 18
C HEESE C ATEGORY P ERCEPTIONS : A CHALLENGE WITH M ILLENNIALS 86% 74% 62% Nutritious and healthy 18- 34 55- 64 35- 55 Concerned about the environmental impact 38% 25% 20% of cheese production 19
B ARRIERS TO CONSUMPTION : AIDED – T OP 3 Non-Consumers Occasional Consumers 33% 46% 1 1 High in fat $ Too expensive 30% 2 35% 2 Concerned with the High in fat treatment of animals 29% 16% 3 3 Cheese is not part High in sodium of a healthy diet 20
C HEESE C ATEGORY M OMENTUM (N EXT Y EAR ) AND R EASONS FOR C HANGING Net Gain/Loss +4 11% and their projected consumption % of Cheese Consumers 82% 44% 15% 8% 7% 5% Reasons for less (Nets) 2017 Health Price Appeal Industry concerns 21
C HEESE VS C OMPETITION Che e se is a he a d o f o the r c a te g o rie s o n…. Good source of calcium Meat Fish Eggs Goes well with many foods Plant based beverages Che e se Nuts & Seeds Available in a wide range of varieties produced in Canada Perfect complement to a meal/snack 22
C HEESE VS C OMPETITION Che e se is tra iling o the r c a te g o rie s o n…. Meat Fish Good source of protein Eggs Plant based beverages Good value for the money Che e se Nuts & Seeds Low in sodium Is low in fat 23
THANK YOU! 24 24
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