To get kids to drink more milk, start with mom
Reinforce — and reignite — mom’s passion for milk
Moms who consume milk are significantly more likely to encourage their child or children to drink milk than moms who don’t drink milk. Photo courtesy of MilkPEP
Kids love milk — and, according to the latest research from MilkPEP, many of them would drink more of it if it were offered. While we know that kids represent the greatest milk volume opportunity, we also know that to win with them, we have to win over their most important influencer: mom.
Think about this. When mom’s at the grocery store, her food decisions are based on what best fits her lifestyle, values and her approach to nutrition. The products she adds to her weekly shopping list will ultimately influence her kids’ food choices.
This is especially true for milk. Moms who consume milk are significantly more likely to encourage their child to drink milk than moms who don’t drink it at all.1
Why milk is relevant to moms
With more information at her fingertips than ever before, mom is constantly searching for foods and beverages that taste great and support her sense of holistic health. As we work to keep milk top of mind, the good news is that an overwhelming majority of moms — 81% — say milk is very or extremely healthy, showing that real milk has exactly what moms are looking for: it’s an affordable, fresh and naturally nutrient-rich option like no other beverage.2 Our challenge is to make sure she thinks of milk first when she’s making her decision.
Team USA inspires moms with milk
The Olympic Winter Games PyeongChang 2018 are in full swing, and as an official sponsor of Team USA, this is our opportunity to inspire moms to take a fresh look at milk in this context. And because nine out of 10 U.S. Olympians grew up drinking milk, moms know milk can help fuel their child’s potential.3
By pairing Team Milk U.S. Olympians, Paralympians and hopefuls with the next generation of athletes, engaging social media content is helping us show moms that greatness is “Built, Not Born.”4
A new retail strategy
The current retail environment presents another challenge as we continue working to win with moms and kids. According to Business Insider, the U.S. retail average growth rate in the first half of 2016 was just 2% for total retail. It was 16% for e-commerce.
E-commerce grocery sales accounted for $14 billion in 2016 and are expected to double by 2020. It’s no surprise that mom’s expectation for food and beverage shopping has turned upside down.
Putting mom — and her family’s needs — first is critical for us to stay ahead of this retail evolution. In the coming months, MilkPEP will deliver a new shopper vision and strategy that milk brands can use to deliver a new milk experience that puts the shopper first and compels mom to buy milk, and to buy it more often.
Look out for more information, including resources dairy companies can use to elevate their retail presence and increase milk’s relevance through-out mom’s shopping journey.
- Milk Consumption Tracker Q3 2017.
- Milk Ad Tracker Q3 2017.
- Nine out of 10 finding based on 675 responses received from survey invitations sent to all U.S. Olympic athletes.
- https://tinyurl.com/y7t38m6s, https://tinyurl.com/y7qxbtak, https://tinyurl.com/yc8hmtwf, https://tinyurl.com/y9fggt6c.
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