Milk, historically regarded as a cornerstone of a balanced diet, has seen a significant decline in consumption, particularly in Europe and notably in Italy. Between 2013 and 2018, milk consumption in the EU dropped by 2%, while household purchases in Italy fell by 7%, affecting both fresh and UHT (long-life) milk. Meanwhile, the market for plant-based milk alternatives, such as almond, soy, and oat milk, is rapidly growing, reshaping consumer preferences and impacting traditional milk demand.
What’s Driving the Change?
One of the key factors influencing this shift is the perception of milk quality, which varies greatly between consumers, producers, and processors. This divergence has created a communication gap, underscoring the need to understand how each group defines and evaluates milk quality.
Social Media: A Window Into Perceptions
In recent years, social media has become a valuable resource for understanding the opinions and sentiments of the various stakeholders in the dairy sector. Comments and discussions on platforms like Facebook and YouTube offer unfiltered insights into the expectations and perceptions of consumers, producers, and processors.
A recent study by the EngageMinds HUB research center at the Catholic University of the Sacred Heart in Cremona analysed over 15,500 social media comments to explore these perceptions. Supported by the Invernizzi Foundation, the study aimed to identify the divergences and convergences among these groups, focusing on the sentiment expressed in their comments.
Key Findings
The analysis revealed that most discussions about milk quality came from consumers (87%), followed by processors (8%) and producers (5%). However, each group has distinct priorities and concerns:
Consumers
Consumers focus primarily on animal welfare and milk safety. Many express concerns about hormone use and animal mistreatment, reflecting growing ethical and environmental awareness.
Example comments:
- “The problem is they pump the animals with hormones, so what kind of milk is it really?”
- “There should be an international committee to ban all forms of animal mistreatment!”
Producers
Producers are more focused on economic issues, such as milk prices and production costs. They often voice frustration over low profit margins and the challenges of running their farms.
Example comment:
- “With milk paid at 43 cents for high-quality, and milk quotas, we’re going nowhere!”
Processors
Processors emphasise the technical aspects of the product, such as freshness and lactose content, highlighting the added value of their offerings through marketing-focused messaging.
Example comment:
- “Our milk is 100% fresh Italian milk of the highest quality, just like in the old days, with a natural layer of cream on top!”
Divergences and Convergences
The analysis showed that the topics addressed by the three groups fall into distinct domains:
- Consumers: Focus on ethical and health-related aspects of the product.
- Producers: Concentrate on economic factors affecting production.
- Processors: Highlight technical elements related to milk processing.
This division highlights a misalignment between the expectations of these groups, often resulting in ineffective communication.
Sentiment and Emotions
Sentiment analysis of the comments revealed stark differences in how each group perceives milk:
- Consumers: Predominantly negative sentiment (69%), driven by concerns over animal welfare and perceived harmful elements like casein and lactose. However, some defend milk consumption, emphasising its quality and nutritional benefits (31% positive).
- Producers: Express anger and frustration (87%), largely due to low milk prices and financial challenges in maintaining their farms.
- Processors: Show overwhelmingly positive sentiment (90%), bolstered by marketing strategies that highlight product quality and consumer benefits.
Closing the Gap
The study illustrates how milk quality is perceived differently by consumers, producers, and processors, reflecting the complexity of the dairy sector. While social media provides a unique opportunity to better understand the opinions and sentiments of each group, it is clear that a significant gap exists between their expectations. Fostering more open and transparent dialogue could help bridge these divides, promoting greater mutual understanding and, ultimately, enhancing sustainability across the entire dairy supply chain.
