Dairy Industry Embraces "Now, Next, Future" Strategy to Bolster Market Growth and Consumer Perceptions
Source: DairyNews.today
Dairy Management Inc. (DMI) CEO Barbara O’Brien outlined the organization’s evolving “now, next, and future” checkoff strategies at the 2024 annual meeting, emphasizing the industry’s progress in consumer engagement, scientific investment, and product innovation to support U.S. dairy farmers and stakeholders.
O’Brien reported that dairy is experiencing a resurgence, with year-to-date consumer spending up 3% and volume sales rising by 2%. "This is what I call a dairy ‘renaissance,’” O’Brien remarked. She attributed much of this growth to millennials’ renewed appreciation for dairy, driven by rising consumer demand for real, nutrient-rich foods.
"Now" – Building Immediate Market Momentum
DMI’s current focus is on capitalizing on today’s market demands and trends. O’Brien highlighted that science-based initiatives have gained traction with influential medical associations, which endorse dairy’s health benefits, and social media has significantly amplified dairy’s reach, generating 10 million dairy-focused posts and 99,000 recipes this year alone.
Collaborations with major foodservice players like Domino’s have also shown success. Domino’s CEO Russell Weiner noted that dairy checkoff-supported innovations, such as the popular New York Style Pizza and the Smart Slice school lunch program, have doubled the chain’s cheese usage since 2008. Furthermore, e-commerce campaigns across platforms like Instacart and Walmart have yielded strong returns, with each checkoff dollar invested generating $15.60 in dairy sales.
"Next" – Paving the Way with 2025 Unified Plan
Looking ahead to 2025, DMI plans to anchor its strategies in scientific research, exploring areas that resonate with consumers, such as women’s health, mental health, and advanced fermentation technologies. O’Brien stressed the importance of the checkoff as a “pre-competitive consultant” for the supply chain, providing insights that enable industry-wide growth.
DMI is also honing its youth strategy, prioritizing dairy’s role in early life nutrition and incorporating digital engagement through platforms like TikTok, YouTube, and gaming, thereby strengthening dairy’s appeal to the next generation.
"Future" – Positioning Dairy as a Health and Wellness Leader
DMI’s long-term vision is grounded in transforming dairy’s role within health and wellness. Guided by a 10-year roadmap focused on consumer health needs, DMI sees an opportunity for dairy to gain market share within the “food as medicine” movement, tapping into the billions spent on health-driven food choices. “With the right products, formats, and messaging, dairy can secure its place in this space,” O’Brien asserted.
She called dairy farmers the "drivers of this change," crediting their commitment to innovation and sustainability as critical to the checkoff’s achievements. “Together, there is no limit to what we can achieve,” she concluded, underlining the power of a unified approach as dairy continues to redefine its place in the global food landscape.
"Now" – Building Immediate Market Momentum
DMI’s current focus is on capitalizing on today’s market demands and trends. O’Brien highlighted that science-based initiatives have gained traction with influential medical associations, which endorse dairy’s health benefits, and social media has significantly amplified dairy’s reach, generating 10 million dairy-focused posts and 99,000 recipes this year alone.
Collaborations with major foodservice players like Domino’s have also shown success. Domino’s CEO Russell Weiner noted that dairy checkoff-supported innovations, such as the popular New York Style Pizza and the Smart Slice school lunch program, have doubled the chain’s cheese usage since 2008. Furthermore, e-commerce campaigns across platforms like Instacart and Walmart have yielded strong returns, with each checkoff dollar invested generating $15.60 in dairy sales.
"Next" – Paving the Way with 2025 Unified Plan
Looking ahead to 2025, DMI plans to anchor its strategies in scientific research, exploring areas that resonate with consumers, such as women’s health, mental health, and advanced fermentation technologies. O’Brien stressed the importance of the checkoff as a “pre-competitive consultant” for the supply chain, providing insights that enable industry-wide growth.
DMI is also honing its youth strategy, prioritizing dairy’s role in early life nutrition and incorporating digital engagement through platforms like TikTok, YouTube, and gaming, thereby strengthening dairy’s appeal to the next generation.
"Future" – Positioning Dairy as a Health and Wellness Leader
DMI’s long-term vision is grounded in transforming dairy’s role within health and wellness. Guided by a 10-year roadmap focused on consumer health needs, DMI sees an opportunity for dairy to gain market share within the “food as medicine” movement, tapping into the billions spent on health-driven food choices. “With the right products, formats, and messaging, dairy can secure its place in this space,” O’Brien asserted.
She called dairy farmers the "drivers of this change," crediting their commitment to innovation and sustainability as critical to the checkoff’s achievements. “Together, there is no limit to what we can achieve,” she concluded, underlining the power of a unified approach as dairy continues to redefine its place in the global food landscape.
