This article deconstructs the underlying reasons why dairy farmers are struggling -- and it's not because of plant-based milk products.
also reveals that one 7-ounce glass of dairy milk produces nearly 3 times more greenhouse gas emissions than a glass of rice milk and at least 3 times more than soy, oat, or almond milk. It also requires 10 times as much land as oat milk.
It’s been a quarter century since “Got Milk?” entered the public consciousness. Early in milk marketing research, it became clear that consumers felt an emotional connection to the everyday product. Aschronicled, during the two decades that Got Milk? dominated the public consciousness, more than 70 commercials ran on television in California alone, and some 350 milk mustache ads ran nationally in print and on TV — at a time when those two media were still all powerful.
The Got Milk? campaign longevity shows how language focused on the eating or imbibing experience increases food attractiveness., such as words or images, can trigger rewarding simulations or re-experiences of eating a food, which can lead to desire, especially for more attractive foods. Indeed, viewing food words or images activates gustatory and reward areas in the brain reminiscent of tasting food.
Several dairy companies have added plant milks to their portfolios. Minnesota-based Live Real Farms launched blends that contain 50% dairy milk and 50% almond or oat milk, and HP Hood LLC, one of the largest and oldest dairy companies in the country, launched Planet Oat Oatmilk in 2019. After 90 years in the dairy business, Elmhurst Dairy rebranded as Elmhurst 1925 and transitioned to producing cashew, almond, oat, and hemp milks. Heba Mahmoud, vice president of marketing for Elmhurst 1925, attributes the pivot to declining demand for dairy milk and increased interest among consumers in plant-based diets.
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