The Power of Promotion - February 2020
Who’s buying your milk? No, I don’t mean your co-op. Who’s your consumer? What are they buying now and what will their future buying habits and food desires be?
Our research and data is available to your Wisconsin co-op and processor to help them develop products that utilize more of your milk and meet consumers’ evolving buying habits.

Per capita consumption of dairy is up 19% over the past 40 years. Understanding consumers and their eating behaviors — and being proactive with product innovation — will be key to continuing to grow dairy consumption.
Demographic shifts such as an aging population and growth in various ethnicities, as well as a change in the common household structure, will challenge not only the face of America but also the face of dairy, and it offers opportunities to focus on the unique needs of these growing segments.
The more we know about consumers, the better we can promote dairy products that meet their needs. Our continued research informs our decisions to help drive demand for your milk.

Jen Walsh
Vice President, Insights & Strategy
Dairy Farmers of Wisconsin
Diversity is Providing Immense Opportunity
The cultural diversity of the U.S. is providing immense opportunity. Today, roughly 20% of the U.S. population is Hispanic, and the U.S. Census Bureau projects this will rise to 28% in the next several decades. This shift is already evident in the grocery store where sales of Hispanic-style cheeses such as Cotija and Queso Fresco grew five times as fast as other cheeses in 2018.

Lactose-free milk sales grew by 11% last year, driven by a growing Asian population. The share of Asians in America is set to double by 2060. Not only will this growth in lactose-intolerant residents continue to drive sales of lactose-free milk and related product innovation, it will likely also boost sales of aged cheeses that have less lactose than fresh cheeses.
Mid Year Dairy Checkoff Impact
Dairy Farmers of Wisconsin create s lasting, meaningful connections with consumers, farmers, and industry partners to build awareness of checkoff efforts. Here are some highlights thus far in for our fiscal year 2020.
In Case you Missed It!
Featuring Wisconsin Cheese in unique trends like Cheese Wedding Cakes, helps drive demand for Wisconsin dairy farmer’s quality milk. 
The Mid-West Farm Report recently showcased this trend with Fromagination's Shannon Berry, cheesemonger and wedding cake of cheese artist. To Checkout the Cakes of Wisconsin Cheese visit:
Industry Events and Important Dates | 800.373.9662

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