Fewer milk drinkers found in survey

Press, 2 April 1980, Page 15

Fewer milk drinkers found in survey

PA Blenheim A lack of drinkers, not the cost, is causing the 2 to 3 per cent downturn in milk consumption, according to the chairman of the Milk Board (Mr E. Ogier). Commenting on a preliminary survey of the problem, Mr Ogier said consumption usually dropped after a price increase, but soon picked up again. But the survey found a more serious reason for the drop in consumption — the population exodus and the change in the population structure. The “baby boom” was over and the effects of the Pill were evident.

“The biggest drinkers of milk are younger people and there are fewer of them,” said Mr Ogier.

The Milk Promotion Council has decided to spend $500,000 on educating people to drink more milk. The council comprises the Milk Board, producers,' processors, and vendors. The board pays SIOO,OOO of the budget. Last year the promotional budget went to television and radio advertising. This year it will finance a series of text books on milk for primary schools, health guides, recipe books and kitchen caidendar,s all extolling the nutritional value of milk.

Mr Ogier said the Milk Board was eagerly awailing the Government caucus committee report on the town milk industry. Part of the report deals with the contentious issue whether to switch to car-

toned milk- or retain bot* ties.. . '.<■ . “I believe the report is now-with the Minister of Agricutliire- and we hoe to learn of-its.contents in a week or so.” Mr Ogier said. The- board favours bottles. They are, cheaper and are necessary to retain the home, .-.delivery service. Overseas’ experience has shown ’that:, carthned milk dis tributed through . supermarkets results in a fall in consumption. “New Zealand leads the world in bottled milk and some . overseas countries have come to -realise their mistakes in .switching to cartons,” Mr Ogier said.

“Switzerland is changing back to bottles and in the United States they ■ realise they made a bad mistake with cartons.”