Sergey Sirotin: we need to make it fashionable to drink milk

‘It's no secret that every day there are more and more substitute products - this greatly distracts the consumer from milk. Some consumers cannot consume it because of lactose allergy, milk loses its image, in particular due to the presence of a certain share of falsified products on the market,’ said Sergey Sirotin. ‘Classical producers in their advertising campaigns refer to the well-known theses that milk is natural, healthy, delicious, that is, they use classical, traditional models of attracting consumers. And the producers of vegetable products attract consumers brightly, loudly, they actively use in advertising all the negative aspects that are attributed to milk in society.’

The speaker concluded that in order to change the situation, dairy farmers should move away from the traditional conservative model, find their consumer or create one, actively work with consumers and different target segments.

‘Customization is needed, it is necessary to create enriched products that will have their own clear format of consumption. Create milk for a clear segment of consumers – for teenagers, men, and women. Why not to make allergen-free milk for allergy sufferers? We need to make it fashionable to drink milk, improve its image, master deep processing and use all its useful properties,’ Sergey Sirotin concluded.

The expert added that it is extremely important here to choose the optimal packaging for the product in accordance with the consumption format, and at the same time not to forget about the environmental agenda.

We remind that the special issue of "Weather Forecast", a project of The DairyNews and the Dairy Intelligence Agency took place today – you can watch the broadcast recording by following the link to our YouTube channel.

https://www.youtube.com/watch?v=jhVitupMbJI

General Partner of the conference - Kieselmann Rus  

Partner of the conference - Mustang Nutrition Technology