MDC research highlights opportunities in dairy

The Milk Development Council (MDC) has pinpointed gaps in the market for dairy products with ‘provenance’ in a report compiled by agrifood consultants Bidwells.

Marketing and communications firm MDC’s Dairy Products with Provenance​ study identifies potential for soft cheeses, spreadable butters and children’s snack cheeses.

“Not only does our research indicate that one in every two consumers would choose dairy products with provenance over those without,” said MDC marketing manager Amanda Ball, “but also that around 70% would be quite or very likely to select milk and cheese with provenance over alternatives.

“So as well as offering superb market opportunities, provenance gives individuals or groups of farmers a great chance to retain a stake in the product.”

Ball said the research, which used focus groups and quantitive research backed by data based on 1.2M shoppers from Dunnhumby Academy of Consumer Research, confirmed provenance scored highly after price, quality and taste. “The next steps are to follow up on specific opportunities that retailers, food manufacturers and foodservice operators highlighted during the research.”