The third edition of the IDF Global Marketing Trends report is now available. The research, which was fielded and developed by the CNIEL, surveyed marketers within the dairy sector across 22 countries to capture the drivers and barriers to milk and dairy food consumption during the Covid-19 pandemic period of 2019-2021.

The report highlights the impact of trends that emerged and developed in the very specific context of the Covid-19 pandemic on the future of dairy. Some of these trends are expected to last, while others were exclusively related to the Covid crisis.

It covers a cross-section of product categories including liquid milk, butter and ghee, cheese, yoghurt, cream and ice cream. There are also sections dedicated to the anti-milk, anti-fat and anti-dairy farming discourses, dairy intake recommendations, plant-based products and particular diets (flexitarianism, vegetarianism and veganism).

“This report is a must read for actors involved in the dairy sector who wish to better understand the evolution of consumption of milk and dairy foods during the Covid-19 pandemic”, explains Caroline Emond, IDF Director General.

“To understand the changes in dairy marketing trends is vital to identify the main drivers of dairy consumption in different countries around the world. The Global Marketing Trends reports is a compilation of those key drivers”, adds Laurent Damiens, DDG Strategy and International at CNIEL, the French Dairy Interbranch Organisation.

Caroline Emond, Laurent Damiens and Isabelle Pinta-Costa, Action Team Project Leader for Global Marketing Trends survey, will host an IDF technical webinar on April 12, 9:30 am CEST, to share some of the publication’s main takeaways. The registration fee of the webinar is EUR 35 for individuals and EUR 75 for organisations (up to 6 people). A 25% discount on the Global Marketing Trends report is offered to registrants.  You can register for participation here.

Built on the in-depth knowledge of IDF experts worldwide, this report is intended to provide benchmarking data and key learnings from across the sector on what is driving consumer decision-making. Designed as a complement to the annual IDF World Dairy Situation Report, this publication serves as an additional tool to better understand the global dairy consumption picture and provides in-depth market insight.

It is important to keep in mind, that the contribution of milk and dairy food to nutritious and sustainable diets are well known and appreciated. In effect, according to the OECD-FAO Agricultural Outlook 2022, demand for dairy products will continue to grow, supported by the population growth, increasing incomes and dietary changes. Between 2018 and 2031, OECD-FAO expects an increase of 24% in total dairy consumption. This corresponds to an average pace of +1.7% per year.

Get the new edition of IDF Global Marketing here.