YouGov's Dairy 2014 report assesses the dairy market in the UK, revealing a positive opinion from consumers, whilst showing a certain awareness of health issues surrounding the sector.
In terms of general attitudes towards dairy products, the majority are positive. Just over three quarters (76%) say that dairy products are good for children. Additionally, almost seven in ten (69%) believe that dairy products are versatile, a nod towards their use in cooking, as snacks and as ingredients.
The food sector more generally has been tainted in the last year by health scares. However, the dairy market appears untouched by this. 61% say that current health scares do not affect their intake of diary, only 12% say it has.
There does seem to be some confusion regarding how ‘good for you’ dairy products are. There is variation across the different foodstuffs, but we can see that 44% say dairy products are natural so are not bad for them, against 14% who disagree with that view.
However, 32% say they are confused about health messages they get concerning dairy. Almost a third 32% try to restrict their dairy intake because of the high fat content. Just under a quarter (24%) say they lower their dairy consumption because it impacts on cholesterol levels.
James McCoy, Research Director, YouGov Reports commented on the findings: ‘The report suggests that the dairy market remains in a strong position, with its popularity among consumers continuing to be resolute. However, to maintain this position, key players in the industry will need to communicate with consumers in a more effective way concerning potential health benefits.’
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