Gen Z consuming more milk, says new study

A third of 18-25-year-olds across Europe are now consuming more dairy than they were three years ago, claims recent data, adding that those who are eating less dairy are happy to consider eating more dairy products if they could find products with less allergens, fat and sugars.

According to research commissioned by Tate & Lyle, the frequency in which young consumers eat dairy products is high, with 71 percent eating cheese, 81 percent drinking milk and 69 percent eating yoghurt at least once a week.

Furthermore, 77 percent of 18-35-year-olds said they are happy to consider eating more dairy products if they could try products with less fat, sugar and allergens.

“Our research has uncovered some interesting emerging trends when it comes to how and why consumers are purchasing dairy,” Tate & Lyle market research director Beth Nieman Hacker.

“It is so important to understand how behaviours, values and appetites are changing and the drivers behind these shifts, so food and drink brands can launch products that meet the needs of consumers today.”

The research further added that the younger generation prioritises health and has shifted towards a flexitarian diet.

About 39 percent of 18-35-year-olds stated they felt dairy products contained too much fat, and 34 percent claimed that dairy products contained too much sugar.

Additionally, younger consumers are more likely to eat dairy alternatives – with 25 percent eating non-dairy cheese, 33 percent eating non-dairy ice cream and 46 percent non-dairy milk, at least once a week.

Consumers are also looking to make more sustainable choices – with a fifth (18 percent) of older consumers saying products with environmental certifications would be a big factor in them increasing their dairy intake, while younger consumers were looking for more environmentally friendly packaging (19 percent) and a longer shelf life (20 percent).

Tate & Lyle dairy category development manager Delphine Forejt added: “Our research found that nearly three-quarters of 18-35-year-olds who are eating less dairy are happy to consider eating more dairy products if they could try products with less fat and sugars.