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28 CATEGORY FOCUS Dairy
Moo-sic to our ears! As families and households sought nutritional value, local natural produce and assurance of quality during uncertain times, research from June 2020 showed almost 40% of Irish consumers under 35 had increased their dairy consumption since the beginning of the Covid-19 pandemic. Here, we take a closer look at the innovative brands continuing to drive sales
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uilt on the family-farm tradition, Irish people, tourists, and foreign populations alike see Irish dairy as world-class. Thanks to our cool climate, which gives Ireland the longest growing season in the northern hemisphere, Ireland produces enough dairy to provide for multiples of its own population. In fact, the dairy sector was worth more than €5 billion last year and is the largest element within Irish food and drink exports.
Still, there’s always room for evolution and innovation. Competition between brands and increased demand for healthier options has caused the leading brands to diversify their offering to meet consumers’ needs. Research published in June of 2020 by the European Milk Forum in collaboration with the National Dairy Council as part of the EU-Funded campaign ‘Sustainable Dairy in Europe’, surveyed more than 2,000 Irish
people. This found that almost four in 10 (39%) of consumers under 35 had increased their dairy (milk, cheese and yoghurt) consumption since the beginning of the Covid-19 lockdown. Price (46%), nutritional value (34%) and healthiness (31%) were the top-three issues for consumers when purchasing foods. Meanwhile, over nine in 10 (92%) of those surveyed said that dairy is part of a sustainable diet.
Everyone’s dairy
NDC re-connects the dairy farmer with the dairy consumer, building greater understanding of what farming is and what the farmer does, building trust in the production system and restoring pride in Irish dairy.” What’s more, the NDC raises awareness of Irish dairy’s impact against the pillars of sustainability – economy, society, community and environment – developing understanding of what sustainability means for Irish dairy and showcasing the initiatives that are improving the industry’s performance. The council works to promote the nutritional benefits of dairy products and their place in a healthy, balanced and sustainable diet. It counteracts misinformation and is a source of trusted nutritional information, as well as recipes which celebrate Irish dairy. In 2009, the NDC introduced a packaging mark giving consumers in the Republic of Ireland the reassurance of knowing that their milk or cream purchases were farmed and processed locally. In 2022, the NDC is revitalising the trademark, extending it to other dairy products. The NDC trademark is a guarantee of origin, strengthening the presence of Irish dairy on the shelf and highlighting Irish dairy products as clear choices for sustainable, balanced and nutritious eating.
The NDC concludes that its job, in 2022, is to tell the story of Irish dairy and restore pride and trust in its quality, its sustainability and its role in a balanced, healthy diet.
The National Dairy Council (NDC) is an important advocate for the dairy sector and dairy farmers and is passionate about this role, stating: “In 2022 Irish dairy needs a central, consolidated voice, one that champions the industry amongst the people on the street – the consumer of dairy products – those who, ultimately, grant us our social licence to produce. The NDC will be that voice by connecting the farmer to the consumer. The
The NDC works to promote the nutritional benefits of dairy products and their place in a healthy, balanced and sustainable diet
ShelfLife March 2022 | www.shelflife.ie
The NDC introduced a packaging mark in 2009 to reassure consumers in the Republic of Ireland that their milk or cream purchases were farmed and processed locally
