Put a Label on it: Why the Future of Milk is a Branded One

Description

The purpose of this study was to understand what constitutes a viable future for the cow’s milk – as opposed to the wider dairy category. Travelling around major milk consumer markets in North America and Europe and interviewing key stakeholders and consumer experts reveals a sector that has lost its monopoly, with eating habits, lifestyles, innovation and supermarket shelves no longer wedded to milk. Consumers have also long lost their connection to dairy farming and struggle to comprehend the reality of the industry today with bucolic childhood images.