Dairy Processing - January/February 2022 - 11
of media channels and marketing strategies,
including gaming, social media influencers,
retail and digital content to engage with Gen
Z, " Warden said. " It centers on four aspects
of dairy's wellness benefits that checkoff-led
consumer research found resonates and drives
purchase decisions with Gen Z (ages 10 to 23). "
These territories, Warden said, are immunity,
calming, energy and digestive health, and can
meet this generation's changing perceptions
and behaviors for what they believe foods and
beverages should deliver.
The content is available on TikTok,
Instagram and Snapchat, and the checkoff will
work with social media influencers who Gen Z
finds to be authentic, Warden said. There's also
continued outreach to the gaming community,
where the checkoff will work with Twitch,
which has about 15 million users daily.
" The effort also includes a partnership with
Kroger Digital and Instacart for content to
appear in their retail apps and mobile sites, "
she added. " Finally, the campaign will have
activations on about 400 college campuses,
including on TV screens in recreation centers
and cafeterias. "
CATEGORY TRENDS
The industry has seen milk consumption
decrease among youth over the past 10 years,
and the sharpest declines happen as they
get older and have more access to different
beverage innovations and varieties, Warden said.
" However, the majority of Gen Z still enjoys
dairy products, and trusts the dairy industry
on par or above other sectors, " she said. " Our
research shows Gen Z overall isn't anti-dairy,
but they want to be armed with the right
information that shows dairy's unique offerings
can fit their changing needs and is produced in a
way they can trust and feel good about. "
DMI is working to show Gen Zers that dairy
can deliver benefits they are seeking but may
not be aware of.
Another aspect of DMI's research addressed
Gen Z's environmental views.
" We learned they think about the
environment when they purchase a product,
but they're mostly looking for reassurance that
the company or industry is doing something
that is good for the planet, " Warden said. " We
have many tangible examples of farmers doing
amazing things to protect and enhance the
planet, plus their commitment to do more.
DAIRYPROCESSING.COM | JAN-FEB 2022 11
" The majority
of Gen Z still
enjoys dairy
products, and
trusts the dairy
industry on par
or above other
sectors. "
Anne Warden, executive
vice president of
strategic integration, DMI
©Africa Studio - stock.adobe.com
http://www.DAIRYPROCESSING.COM
Dairy Processing - January/February 2022
Table of Contents for the Digital Edition of Dairy Processing - January/February 2022
Dairy Processing - January/February 2022 - Intro
Dairy Processing - January/February 2022 - 1
Dairy Processing - January/February 2022 - 2
Dairy Processing - January/February 2022 - 3
Dairy Processing - January/February 2022 - 4
Dairy Processing - January/February 2022 - 5
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