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Arla Strengthens Consumer Focus with Appointment of First Head of Insight

Source: The DairyNews
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Danish-Swedish dairy producer Arla Foods has welcomed Michael Swaisland, formerly of toy company Mattel, as its inaugural Global Head of Insight and Analytics.
Arla Strengthens Consumer Focus with Appointment of First Head of Insight
This newly created role underscores Arla's commitment to consumer centricity by integrating consumer and shopper insights, analytics, data science/modelling, innovation science teams, and marketing transformation.

Swaisland, who served as Head of Insights and Analytics for Europe, Middle East, and Africa (EMEA) at Mattel, brings valuable experience in leading transformative journeys for companies. Arla aims to accelerate its marketing evolution and enhance its consumer-centric approach with Swaisland at the helm.

The cooperative, known for brands such as Lurpak and Cravendale, seeks to unlock future success through insights and data, emphasizing curiosity and a hunger for improvement.

Becky Smith
Becky Smith
Analyst (Livestock) AHDB
China is an important buyer on the world dairy markets, with a strong influence on global demand that plays into price dynamics. Imports of dairy products to China continued to decline in 2023, driven by increased domestic production and weaker consumer demand.
Keith Woodford
Keith Woodford
principal consultant at Agri food Systems Ltd.
Synlait is in big trouble with losses mounting up and no easy answers, says Keith Woodford. For much of the past 20 years, Synlait was an entrepreneurial player in the New Zealand dairy industry, with a strong focus on growth. For a long time, it seemed to be doing everything right.