Milk image follows positive lactose product advances

Even if there is a debate in relation to the consumption of milk, with the discussions mainly on social networks, consumers, both developed markets of developing countries still have a very positive vision of the product. That's what reveals survey entitled "the image of milk", made by Ales Research Institute, based in Italy, in April this year, under order from Swedish packaging giant Tetra Pak.
The results were disclosed yesterday in the eighth edition of Tetra Pak Dairy Index, global survey about trends in the industry. According to the survey, which polled 1,225 consumers in Germany, Thailand, China, United States, Spain and Brazil, terms such as "healthy", "nutritious" and "delicious" are just a few of the most common associations with the word "milk". In addition, 43% of respondents spontaneously associate the product to health benefits. In China, where a milk contamination scandal in 2008 affected the image of the product, the slice that relates the milk the benefits reaches 70%.
According to the survey, the main reasons for the consumption of milk is that the product is a good source of calcium (90%), that is nourishing (90%), healthy (90%) and savory (89%). The survey also reveals that the respondents drink milk, on average, five days a week, mostly at breakfast, and the product is usually purchased in supermarkets.
Before the advancement of which calls anti-leite myths, such as that adults do not need to take the product because this I wouldn't take your nutritional needs, the survey commissioned by Tetra Pak questioned respondents about their concerns regarding the drink. The result was that 61% failed to point out any concern or disadvantage in relation to the product. For the rest, "lactose intolerance-a real problem for some (8% in total),-is the main concern." In China, the respondents also mentioned concerns about the unhealthiness of the milk.
Even after these issues have been raised, says the Tetra Pak Dairy Index, 82% did not have expressed doubts about the nutritional value of milk and 84% said they intend to continue to consume it. "Although this study also show that many consumers are aware of the discussions on milk, they do not express doubt about its benefits," said President and CEO of Tetra Pak Dennis Jönsson, in a report.
Research shows that even among those who said no longer drink milk, two-thirds were not concerned with the debate on the product and no longer consume due to other factors. The middle ages in which they failed to do so was to 28 years. And the reasons for leaving were consuming: changes in habits (27%), because they no longer like the taste (26%) or because they have become lactose intolerant (21%)
In some mature markets, the per capita consumption of milk reached its historical minimum, but the global market is still expanding, mainly due to strong growth in developing countries showed the lifting of Tetra Pak last year.
In this scenario, says the Swedish giant, understand what consumers want can help the dairy industry to improve performance. A study of Tetra Pak Consumer Intelligence indicates that the two trends that influence consumer choices are the desire to have a good health and well-being and lifestyles "increasingly complex and agitated". Read here more work hours, longer paths, factors that generate pressure on traditional meals and consumption patterns.
For the CEO of Tetra Pak, even though these changes in lifestyle are a challenge for the milk industry, they also generate opportunities, such as launching products focused on benefit health and meet the needs of specific groups.
This is the case of lactose-free milk. According to Dennis Jönsson, 2011 to 2014, it is estimated that the global volume of category grew 9.5% per annum. "We estimate a double-digit growth till 2020", designed for conference presentation yesterday on the search.
In Brazil, the market of dairy products also advances significantly. According to Vivian Leite, Director of marketing for Tetra Pak Brazil, there are today about 15 brands of products without or with low lactose in the market-two years ago there were four marks. "There is greater availability of products on the shelves, which helped to increase the knowledge [of product], which is still low," said the Executive.
The penetration of low-milk or dairy also has increased in recent years, she said. Today is 7% of households in the country; I was in 2% two years ago. By the estimates of Tetra Pak, which provides packaging for most industries, there were 60% growth in volume in this segment over the past 12 months, market that reaches 60 million litres per year.