Flavoured Milk Accounts for Nearly Half of Generation Z’s Dairy Consumption
Consumption patterns
The analysis by Embrapa Gado de Leite used data from Brazil’s Institute of Geography and Statistics (IBGE). It found that flavoured milk and chocolate milk represented almost 50% of the dairy consumed by Generation Z, while younger people recorded the highest dairy intake among the age groups examined.
Fábio Mariano Borges, an anthropologist from São Paulo with a PhD in sociology from the Pontifical Catholic University of São Paulo, said the figures did not indicate that young consumers were abandoning conventional milk. In his view, they show that dairy products are being incorporated into daily routines in different forms.
“Each version of a food has its own space and time. It is interesting to note that the different versions are not limited to their function, but refer to an environment, a practice and a particular way of being,” Mr Borges said.
Technology and access
The range of products available to consumers has expanded with the use of technology, according to the report. Earlier generations had fewer options, while younger consumers can choose products suited to different times and activities during the day.
“We must not lose sight of a basic reason, without which the consumption of a food in its various versions would not happen: technology making everything practical, quick and accessible in the market,” Mr Borges said. He identified flavour, convenience, experience and alignment with lifestyle as factors that have influenced food choices across different periods.
Differences within Generation Z
The report also noted that Generation Z is not a uniform consumer group. Most of its members belong to lower-income social classes and face limits on purchasing power. Education, social relationships and each person’s economic circumstances contribute to different consumption patterns within the same age cohort.
Brand reputation, transparency and responsibility were also identified as relevant considerations. Mr Borges said that companies needed to do more than listen to young consumers: their responses should affect how they run their businesses, deal with suppliers and employees, and develop the products they sell.
The producers’ role
Antônio Carlos Carvalho de Sousa, president of the Mato Grosso Milk Producers Association, known as MT Leite, said the dairy sector should help connect producers with consumers. That includes explaining where milk comes from, describing the work of producing families and outlining the care taken before the product reaches the table.
MT Leite is applying that approach through its campaign “Milk: in the way of your generation”. The initiative highlights versatility, innovation, sustainability and provenance in its effort to bring the dairy sector closer to younger consumers.
