Milk benefits from health drive

Grocer, August 18, 2007 by Rory Partis

Milk is seen by parents as an important part of a healthy diet for children but the decline in milk consumption in this group shows just how vulnerable the dairy industry is to the Nutrient Profiling Model developed by the FSA (see [04). But the messages emerging are mixed, as the picture in schools is quite different, with the 52% increase in consumption fuelled no doubt by the banning of carbonated drinks. Milk is ideally placed to take advantage of the current attention being given to improving the nation's health. So the FSA's ruling will come as a welcome fillip. It is regarded as a prerequisite in children's diets.

Within milk consumption generally, there are very different trends. Hot drink consumption is in decline and therefore affects milk. But healthy eating trends hove boosted cereal consumption by about 30 million litres.

Currently only the 0-5 age group consume the dairy industry's recommended three portions a day of dairy. Adults only hit 1.9 portions in an average day and promoting milk would be an ideal way to get them up to three. About half of all children who consume milk currently will stop by the time they reach adulthood.

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* AGE PROFILE of milk consumers

CHILDREN
0-16    62%

MALE
17-34    9%
35-64    7%
65+      3%

FEMALE
17-34    7%
35-64    8%
65+      5%

Info: Usage overview of milk

* Overall milk consumption is down 3% in volume

* Most consumption is accounted for by cereals (40%)

* Children consume almost two thirds of milk to drink but
they are drinking 7% less compared with last year

* Consumption in schools is up 52% since 2004

* A third of milk to drink is consumed for health reasons

* Sales are up 3.1% to 2.7bn [52w/e 15 July 07]