New markets seen for milk

Press, 22 October 1980, Page 6

New markets seen for milk

PA ' Wellington ' A market-research study, has identified schools; uni- • versifies, and workplace canteens as; the, ; best hope . for improving milk, sales. ‘ Away-from-home mar-r> kets were milk’s greatest .- -area --of -but offered the best prospects ~fof...tlte_.future,,.the. study... said.;' The., -survey. fpf. 4000, <people? throughout' ; . New < ■Zealand the. most tom- • ' ptehehsi ve study Tof‘ ~tlie' “ milk market ever done

here — was commissioned by the Milk PromotionCouncil. The survey/was done as part of the industry’s' attempt to reverse the continuing decline in milk ..sales, a trend which has been accelerated by . price increases in the wake of the Government’s decision to hold the milk subsidy . to about $3O million, ; The study is' expected to V haver , an; important J in- ■ fluence on the future marketing policies of the - in- • dustry. A restructured

Milk Board, to work from January. 1, will have T s tr o n g e r - marketing y powers. It will consider the survey and decide what action to take. •While milk was readily available at the house gate, an improved supply was badly needed in schools at all levels, in .universities ... . and., <' technics, and as an extra ' i. drink option' at the work* : place, the survey found, .y-t * ' This was in addition' td ' : any opportunities for car-

toned flavoured milk — whether, fresh or long-life s— as a relatively more expensive option aimed at the away ; from-home. “fun market” for . leisure-time refreshment. ''

Most people still regard milk as excellent value for money, and put it high on their list of essential household commodities. In spite of. price rises, it was still seen as relatively in-, expensive .(although I the survey; was done s before • the” recent pnce- increase of three cents a bottle).

“However, some problems were arising for mothers of larger families. They still thought it excellent food value for their children, but they were having more difficulty than before in finding the money to, maintain ■previous consumption levels,” said the study. A small proportion of women aged 15 and over; and more particularly from; the age of 25, were concerned that milk might be fattening.