A32-Lancastet Farming Satmday December 28, 2002
Dairy Stakeholders Look To
The Future During Conference
MICHELLE KUNJAPPU
Lancaster Farming Staff
HARRISBURG (Dauphin
Co.) Attendees of the recent
Pennsylvania Dairy Stakeholders
annual conference listened to dis
cussions centering on opportuni
ties and building a future in the
dairy industry
John Lord, professor of food
marketing, St. Joseph’s Universi
ty, spoke about his ideas for the
future of the industry.
The future of milk marketing,
he said, can be assured by focus
ing on faster-growing niches
(such as organic) and segmented
markets (such as children, ethnic
groups, and people focused on
The panel discussion included, from left, Carl Theunis, Wisconsin; Karen Vines, Penn
State; Andy Young, Red Knob Farms, Peach Bottom; and Sharon Zimmerman, Meadow
view Farms, Reinolds.
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Milk consumption, in general,
has fallen for the past three dec
ades, said Lord.
There has been a 36 percent
decline in milk consumption
among teens in the past 25 years,
according to USDA studies. In
fact, the milk industry loses half
of the consumers during teen
years.
According to Lord, demo
graphics have been partly to
blame for the decline. Smaller
households and on-the-go fami
lies mean no more cereal for
breakfast, for example.
Also, competitive products in
the beverage industry have in-
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creased. Besides more drink of
ferings to the consumer, new cal
cium-fortified products on the
market means that “dairy no
longer monopolizes calcium,”
said Lord.
The good news is that there is
significant growth in the cheese,
yogurt, and sour cream avenues.
In fact, decline has stabilized
overall in 2001 and has even in
creased among teens. Among
consumers 6-12 years old, the
fluid milk consumption is the
highest it has been in 10 years.
Why the change? New prod
ucts are now seen as “hip,"
according to Lord. These new
products which include new
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John Lord, professor of food marketing, St. Joseph’s
University, spoke about his ideas for the future of the in
dustry.
flavors are milk in com enient,
lifestyle-oriented packages that
are portable. The packages are
colorful, with splashy graphics.
In addition, “the industry is
getting the message out, building
awareness, and educating con
sumers on the health benefits” of
dairy.
A key consumer trend is that
“taste is king,” said Lord. The
consumer is saying, “give me
something a bit different. I like
the total consumption experi
ence.”
“It’s not the same old white
milk anymore,” said Lord. “We
have to do something different
for people who are looking for
something different.”
Convenience is also a factor in
milk sales. The single-serving
container should fit in cupholders
or backpacks. Single servings not
only “help to make the product
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more portable," but allow every
one in the household to choose
their own flavor of milk. Lord
pointed out.
Health is another of today’s
consumers concerns. “A signifi
cant issue today is calcium in
take. Only 30 percent of male
teens and 10-12 percent of female
teens consumer enough dairy to
get the calcium they need,” he
said.
Distribution will also be key.
“One of the ways to increase milk
consumption is to take it to alter
native channels,” he said. Vend
ing machines or kiosks in transit
terminals and other locations
could make single-serving milk
more accessible to the public.
“Yogurt is perfect for the mod
ern American who is on the go,
and who wants to have some
(Turn to Page A 33)
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