For the second year in a row, teen milk consumption increased last year.

Washington, D.C.--For the second year in a row, teen milk consumption increased last year. Per-capita consumption of milk for teens rose from 22.0 gallons in 2001 to 23.5 gallons in 2002, according to NFO WorldGroup's Share of Intake Panel data. This trend follows a four-year decline in per capita teen milk consumption and corresponds with the concerted efforts that the Milk Processor Education Program (MilkPEP) has made to reach teens.

"We're very encouraged that teens seem to be realizing that milk is a terrific beverage choice," says MilkPEP CEO Kurt Graetzer. "It appears that the heavy emphasis MilkPEP has put on reaching teens is really paying off."

In 2000, MilkPEP decided that to better compete with other beverages it needed to concentrate the funds of the National Milk Mustache "got milk?" Campaign on specific areas that provided the best opportunity to increase milk sales. Since then, MilkPEP has created many programs and advertisements designed specifically for teens - a primary audience of the campaign. The Shake Stuff Up Milk Mustache Mobile tour, NBA "got milk?" Rookie of the Year program, and Scholar Athlete Milk Mustache of the Year (SAMMY) contest are examples of programs designed to help teens to learn about the importance of milk in their diets, to realize that milk is cool and hip, and to sample new flavors of milk.