Gone are the days when consumers approached dairy products as mere necessities. Therefore, the social or community attitude will need to be investigated to understand the changing consumer demands. Culture, personal preference, price, availability, convenience, and environmental, social, or health concerns play a significant role in purchasing dairy products. Balancing these evolving preferences is crucial for the dairy industry’s future.
Health Concerns Reshaping Dairy Preferences
In recent years, health concerns regarding dairy consumption have emerged globally. Especially over the past 25 years, there has been a growing worry regarding obesity and fat intake, leading to a decline in whole milk consumption (Agriculture and Human Values). Furthermore, there is an increase in online articles advocating for the advantages of skimmed milk and Greek-style yogurt, as highlighted by researchers. It is also evident that different dairy products compete against each other. While the demand for cheese and fresh dairy products grows yearly, the demand for liquid milk and butter is slowly decreasing.
Embracing Sustainability and Ethical Consumption
Consumers today are increasingly conscious of their environmental footprint, animal welfare, and fair trade principles. The shifts in consumer preferences have compelled the food industry to innovate, crafting new products and marketing strategies tailored to meet these evolving demands. Consequently, this expanding range of needs has also paved the way for alternative food systems to flourish. Functional dairy foods and organic dairy products are prime examples of emerging trends.
Functional dairy foods are derived from milk and whey and provide health benefits beyond their nutritional value. They are suggested as a solution for the dairy industry’s challenges, however their success is hindered by a lack of interdisciplinary knowledge and consumer skepticism, especially in Europe. Preferences lean towards simple health benefits over complex claims, with taste and price-quality ratio outweighing functionality. Developing functional dairy foods is expensive, and consumers find the price difference excessive despite recognizing the added benefits.
Another growing trend centers on organic dairy products, which appeal to many due to their healthier and more sustainable reputation. This reputation can be mainly attributed to organic dairy farming having a lower ecological impact. In the past, consumers worldwide perceived organic dairy products as devoid of residues, cultivated in an environmentally conscious manner concerning animal welfare, boasting superior taste, and being healthier. Even though many people still believe that, lately, businesses focused on making money have weakened the meaning of words like “natural” and “organic.” Although mislabeling is illegal in many countries, some companies use other labels, contributing to the weakened meaning of organic, which is “made with organic ingredients”. This is often used in products that do not meet the criteria to be labeled organic but consist of 75% organic ingredients—causing doubt among consumers about whether products labeled as such are safe. This leads us to another big trend gaining traction recently - consumers not trusting food chains.
Navigating Consumer Mistrust and Information Overload
Due to the abundance of information, customers are more informed than ever. Scientific and public language get mixed up, and consumers become overwhelmed by the contradictory information. This can lead to them becoming victims of false information, which can negatively impact their customer choices and health and cause difficulties for dairy producers. Even though food is currently safer than ever due to technological developments and amount of research done on the topic, people are increasingly anxious about their food choices. Farming crises, chronic health risks, and food safety scares have caused mistrust in science and technology. What food is produced is not the only concern customers have, but also how it is made is produced. Those factors lead many people to turn to organic dairy food.
For instance, impartial assessments of the environmental advantages of organic farming lack clarity. While smaller-scale farming uses less energy, it’s generally less productive than larger-scale or non-farm work. Because organic farming yields are lower than conventional farming, the environmental benefits may decrease or even vanish when considering this lower output per hectare. Therefore, it’s important to research ways to increase organic farming yields without harming the environment to support environmental goals.
Exploring the Significance of Organoleptic Qualities in Dairy Products
It has been researched that most consumers still put the organoleptic properties – the taste and smell of dairy products, above the ecological and health benefits. Furthermore, consumers are willing to pay only a tiny amount more than usual for organic products. Therefore, a balance between conventional and organic agriculture must be achieved. Furthermore, there’s a growing interest in products designed to accommodate specific dietary requirements, fair trade goods, and those bearing PDO (Protected Designation of Origin) labels.
Striking a Balance: The Future of Dairy Production
By embracing sustainability, transparency, and consumer-centric innovation, stakeholders can navigate this dynamic terrain while fostering a positive connection between consumers’ demands for dairy products and global needs.
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