Consumer trust

A new survey released by the NDC has presented a positive trajectory in attitudes towards dairy in Ireland. One thousand people were interviewed as part of the research from a broad demographic using the standard Association of Irish Market Research Organisations (AIMRO) guidelines ensuring a representative sample. This is the fifth piece of research conducted by the NDC on this subject since May 2023.

Positive strides

Dairy in Ireland saw momentum in attitudes around ‘health’, with an increase of 7 per cent saying that dairy is part of a healthy, balanced diet, while under ‘sustainability’ there was growth of 5 per cent in those who trust Irish dairy farmers to care for the environment. Adults under 35 remain the key force in driving this positive trend in attitudes towards the sector.
In addition, while the start of 2024 coincided with less communications activity, NDC advertising was recalled by three in 10 adults while almost seven in 10 adults (68 per cent) are aware of the NDC brand (a growth of 5 per cent when compared to May 2023).
Mark Keller, interim chief executive at the NDC, explains: “We have three core metrics to assess consumers’ attitudes towards dairy from both a production and consumption perspective. From February’s report, 70 per cent of those surveyed say they trust Irish dairy farmers to take care of the land through their milk production process. On an aggregate basis across the five surveys, this represents 67 per cent of the population and is up from 47 per cent in 2022. Meanwhile, 83 per cent of consumers in February see dairy as part of a healthy, balanced diet and 81 per cent see consuming dairy as part of a sustainable diet. Also, on brand affiliation, 87 per cent of those surveyed see the NDC as a source of trust when it comes to dairy, the production system, and its nutritional benefits.”

Age demographic

Continuing, Mark points to the issue of age demographic when it comes to attitudes towards dairy. “An area of concern for dairy farmers has been the growing disconnection of younger consumers from dairy – and this was evident in our first survey from May of last year with only 42 per cent of consumers under 35 believing that dairy farmers are actively working to protect the environment. This finding reflects the negative perception younger consumers are subjected to by a continuous anti-dairy-farmer narrative in mainstream media, coupled with the aggressive campaigns of NGO groups and non-ruminant movements.
“However, our campaign execution through 2023 and early 2024 has shifted that decline in support with 67 per cent of under 35s now declaring trust for Irish dairy farmers and the value of dairy as part of a balanced and sustainable diet.”

Core attitudes

Dairy products have a strong reputation as a source of calcium. And the survey respondents maintained that view, with 87 per cent agreeing that ‘dairy products are rich in calcium’. Staying on the subject of nutrition, 83 per cent of respondents agreed that dairy products were also a ‘good source of protein’. Irish consumers value locally sourced food, and 81 per cent agree that ‘Irish dairy products are superior because they are locally produced’ with 70 per cent saying that they trust Irish dairy farmers to care for the environment.

Irish dairy as a brand

Commenting on Irish dairy’s reputation and Irish dairy as a brand, Mark says: “Irish dairy has an extremely positive reputation, here in Ireland and across the world, for its quality milk and dairy products. It is no surprise that several of the world’s largest food companies who produce infant formula have manufacturing facilities in Ireland. Our grass-based production system provides high quality nutritious milk, a rich source in calcium, protein, iodine, and essential nutrients for all life stages.
“There are many studies supporting the need to have dairy as part of a balanced diet. In Ireland, the Department of Health’s guidelines recommend a minimum of three portions a day. Ireland’s dairy reputation internationally has been growing in significance driven by the growth in milk production over the past decade with customers across 150 markets – many of which are dairy deficit regions – who demand high standards in quality and nutritional credentials.
“Our milk powders provide essential nutrition for millions of children across Sub Saharan Africa, the Middle East and Asia. Irish butter and cheese are also in demand for their nutritional benefits and of course taste. Irish dairy is, and will continue to be, a leader in the transition towards a sustainable production system while offering essential nutritional benefits for millions of consumers locally and globally – a great source of pride for the 17,500 dairy farmers across the country.”

Online visibility

To tackle the concerns of the younger demographic in relation to dairy and dairy production, and to mitigate the potential for apathy around dairy within this age group, Mark says that the NDC will address this through its digital strategy in 2024 by educating this cohort with engaging and entertaining content relevant to them in the channels, where they are most likely to be influenced.