—Lancaster Farming, Saturday, October 21, 1972
8
Shift in Dairy Product
“When people say that they are
cutting down on milk and dairy
products due to their weight
concern, they really are shifting
from one dairy product to
another” according to Dr. Gerald
G Quackenbush, director of the
Marketing and Economic
Research Division of United
Dairy Industry Association
(UDIA).
Speaking to the Board of
Directors of UDIA meeting in
Chicago, Quackenbush sum
marized information from a
study of how consumers viewed
milk and dairy products.
Some 3,500 people across the
nation were polled. They were
asked to rate their position on
various statements on a 6-point
scale, ranging from one for
“definitely disagree” to six for
“definitely agree.”
According to the results, 97
percent of the people polled
agreed that milk is a healthful
drink, including the 90 percent of
those polled who said that they
never drink milk. However, 28
percent of the respondents
thought that milk had a flat and
watery taste.
Seventy percent of the group
felt that milk was fattening (25
percent slighty agreed, 21 per
cent moderately agreed, and 24
percent definitely agreed).
Milk and dairy products were
compared with other foods.
A-C to Sponsor FFA
The Agricultural Sales and-or
Service proficiency awards
program of the National Future
Farmers of America (FFA) will
be sponsored by the Allis-
Chalmers Corp. Agricultural
Equipment Division beginning in
1973. The announcement was
made jointly .at the recent
Wisconsin State FFA .Conference
held in Milwaukee.
The annual awards program is
designed to complement the
training provided in the
vocational agriculture classroom
by making practical application
of the academic subjects.
Among areas of employment
for FFA program participants
are feed and farm supply stores,
farm equipment dealerships,
Smoksfowo, to.
Vegetables, fruits, steak and
meat were considered less fat
tening than dairy products, milk
and cheese; potatoes, pork chops,
bread and soft drinks were
considered more fattening.
Butter, ice cream and cream, in
ascending order, were viewed the
most fattening of the 14
categories.
From the standpoint of a fat
tening image, all of the dairy and
milk products were considered
above average. The opinion that
milk is fattening was shared by
both those who said they were
heavy milk drinkers and those
who said that they never drink
milk. Ninety percent of those
polled felt that ice cream was
fattening.
“Some of the products con
sidered more fattening than milk
actually are enjoying increased
consumption,” Quackenbush
said, “including cheese, potatoes,
and soft drinks. This verifies a
study conducted a year ago which
showed that actions may not be
affected by all beliefs. Ice cream
is a good example. It’s a fun food,
too good to leave alone. Since
what people believe doesn’t
always correspond to what they
do, we found out what actions
they take.”
Respondents were asked if they
had cut down on dairy products
because of their weight. About 40
percent said that they had cut
Proficiency Programs
lumber and building supply
stores, roadside markets and
producer-retailing operations,
florist shops, garcten centers,
nurseries and landscape main
tance firms.
Ihe Old iumm
iff
“One sure way to gel more
for your money than you ex
pect is to stand on a penny
scale.'”
*
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397-3539
Use Created by Consumer
down; 60 percent had not. When
asked how much milk they drank,
however, there was no difference
between those who said that they
had cut down and those who
hadn’t. When queried concerning
milk forms, it was found that
regular milk usage had declined,
while skim milk and low-fat milk
use had increased. Cutting down
really meant shifting from one
product to another.
When asked how often they
used other products, it was found
that the more the respondents
claimed they had cut down on
dairy products, the more they
really had switched to cottage
cheese. Ice cream use was down
slightly among weight watchers,
but ice milk and yogurt usage
was up slightly. Among those
polled, total use of cheese, sour
cream, light cream and half-and
half remained steady, while
whipping cream use was down
slightly. Butter usage also
declined slightly, with margarine
taking up the slack.
Summing up the study,
Quackenbush said, “All of this
may sound unusual, but on a non
fat-solids basis per-capita con
sumption of dairy products has
been very steady for 20 years.
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The shift among products shows
in the decline of milk fat.
“A U. S. Department of
Agriculture study a year ago
reported that 33 percent of the
people thought that milk was
over 50 percent fat. Our study
confirmed the USD A one; 24
percent of our respondents
definitely agreed that milk was
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■ft
—Jjfe
LANDIS BROS. INC.
Lancaster
2844141
Concern
fattening. Then we went a few
steps beyond the USDA study to
find out what people do. The
resulting consumption data,
coupled with opinion sampling,
should be a useful tool in planning
dairy industry advertising,
education and research
programs to sell more milk and
dairy products.”
393-3906