Where’s the real milk?
DEPENDING on what type of consumer you are, you might buy full-fat cow’s milk, low-fat milk, goat’s milk, or plantbased milks.
There’s a growing number of plant-based milks and meat substitutes on supermarket shelves, as well as a general increase in products marketing themselves as an “ethical” choice.
JCU Senior Lecturer in Marketing Dr Breda Mccarthy has been looking at the factors driving consumers to buy these products, and how branding affects that choice to purchase.
“Logos from third parties, such as the sustainable fish logo from the Marine Stewardship Council, can influence point-of-purchase decisions,” she said
“The success of Woolworth’s ‘Odd Bunch’ range shows that consumers are interested in supporting farmers and buying products that do some good in wider society, and of course if the produce is sold at a discount, then this drives sales too.”
However, many of these products are sold at a premium price and are positioned as nutritious and environmentally friendly, even if the truth their claims varies.
There’s currently a media of debate about whether plantbased milks should be labelled “milk”, as although they are often white and may look and feel like cow’s milk, they are not derived from mammary secretions.
“The dairy industry is seeking to reclaim the name ‘milk’ and ensure dairy is clearly differentiated from the plantbased milks, which is standard marketing practice,” Dr McCarthy said.
“The ownership of a word, particularly a generic word such as ‘milk’, is fundamental to branding and dairy milk marketing, particularly when milk sales are steadily declining.
“In
European countries, legislation prohibits the use of the word ‘milk’ for drinks that are not made from mammary secretions, with exceptions made for coconut milk and almond milk.”
While some people need to purchase these products for medical reasons due to allergies, for others it’s a lifestyle choice and Dr Mccarthy says the branding is working.
“Both the health and environmental positioning of plant-based milks helps sell these brands and ultimately get much more shelf space in supermarkets today,” Dr McCarthy said.