Health Benefits Beyond Calcium
Paul Roderick, chairman of Dairy Australia and a Queensland dairy farmer, believes the time has come for a more sophisticated conversation about the value of milk, cheese and yoghurt — one that goes well beyond bones and teeth. “There’s real bang-for-buck nutritionally through a range of vitamins and minerals,” Roderick says.
In his view, a renewed focus on the full spectrum of dairy’s health benefits will not only improve public awareness but also bolster financial returns across the supply chain, from farmgate to factory floor.
A New Consumer, A New Message
Today’s target audience isn’t the traditional family shopper alone. Instead, the industry sees opportunity in health-conscious Australians in their 20s and 30s — a demographic shaped by fitness culture, wellness apps and personalised nutrition.
“These consumers go to the gym, they buy multivitamins, and they are looking for real functional value in the food they eat,” Roderick told The Weekly Times. “They’re willing to pay a premium — but only if the product speaks their language.”
Dairy, he argues, has a compelling story to tell. It is a source of high-quality protein, essential fatty acids, and B vitamins, all delivered in a natural package that many rival products attempt to replicate synthetically.
The Value of Perception
The challenge is less about nutritional science — which overwhelmingly supports dairy’s contribution to health — and more about marketing relevance in the age of kombucha, pea protein and probiotic shots. While calcium remains part of the conversation, it no longer carries the same weight in a consumer landscape dominated by Instagram influencers and wellness podcasts.
To address this, Dairy Australia is reportedly developing a modernised promotional strategy for the 2020s, designed to align with the priorities of a new generation of shoppers. According to Roderick, this doesn’t mean abandoning traditional messages, but expanding them to highlight dairy’s role in active lifestyles, healthy ageing, and sustainable nutrition.
From Cradle to Grave
That message, he adds, is universal. “Dairy is a food that’s important from the cradle to the grave.” He points to a recent national TV campaign featuring beloved chef Maggie Beer, which called for better food standards in retirement homes — and highlighted the crucial role of dairy in supporting elderly nutrition.
The campaign resonated widely, touching on one of the most overlooked aspects of the modern diet: malnutrition in aged care. As the population ages, dairy’s relevance is likely to grow — not just for strength and mobility, but for quality of life.
Positioning for the Future
While rising costs of living continue to shape household decisions, Roderick is quick to point out that value-added health products can still command a premium — if backed by trust and transparency. “We can’t ignore price pressure,” he says. “But we also can’t ignore the fact that many Australians are choosing to invest in their health. We need to make sure dairy is part of that equation.”
In a market saturated with alternative milks and health claims, Australia’s dairy sector finds itself at a crossroads. The science is sound. The product is strong. What’s needed now is a voice that resonates.
Because in the health economy of 2025, calcium alone isn’t enough.
