Pouring Out the Truth: What Consumers Say About Dairy Today

This project, funded by the United Dairy Industry of Michigan, aims to develop a deeper understanding of how consumers use and perceive dairy products, as well as how they perceive different marketing messages intended to promote dairy consumption. The first key component involves conducting in-depth interviews with a range of stakeholders who regularly interact with or influence dairy consumers. These include K–12 school staff and nutrition directors, college athletes and nutritionists, and healthcare and nutrition professionals. Through these conversations, we gathered insights into their perceptions of dairy products, common motivations and barriers to dairy consumption, and their reactions to a series of marketing messages highlighting the nutritional, functional, and lifestyle benefits of dairy.

After conducting more than 60 interviews, several common themes emerged, specifically pertaining to concerns surrounding dairy and motivations to consume dairy. What was the most enjoyable, however, was hearing how much people genuinely enjoy dairy in their everyday lives, specifically cheese and cheese products. Despite the wide range of dietary preferences, routines, and personal values that shape how individuals think about dairy, nearly everyone lit up when talking about cheese. Many described it as versatile, comforting, and something that effortlessly complements almost any meal.

This shared enthusiasm was a reminder of the human side of food research. These interviews were not just about data collection, but also about listening to people’s stories, habits, and the small joys woven into their daily routines. Hearing these perspectives highlighted the role of dairy in continually shaping our dietary culture. 

A full report discussing the interview findings and providing opportunities for growth within the dairy industry will be available soon.