In early June, Midwest Dairy hosted a consumer and market insights webinar for processors and retail partners. The webinar focused on the sustainability issues that are top of mind for consumers as the effects of climate change become more pronounced. Innova Market Insights, a leading global market research firm, led the webinar which explored how consumers’ perceptions of sustainability are influencing dairy product innovation in the United States.
Overall, ratings for the webinar were very positive with 100 percent of participants saying they would be very or extremely likely to attend future webinars hosted by Midwest Dairy. A summary of key findings and recommendations include:
- Trust: Taking responsibility for environmental improvement and improving trust should be greater priorities going forward.
- Values matter: Consumers do not expect perfection but value honesty and transparency. Be real and honest with consumers.
- Find common values: Consumers of all ages care about reducing food waste which makes environmental and economic sense.
- Focus on the “how”: Consumers care about how foods are farmed and created. Make this information accessible.
- Youth matters: Younger consumers show elevated concern about sustainability. Make sure they are included in the conversation and messaging.
- Animal welfare: “Animal cruelty” is a consumer hot button. What actions are you taking to address this issue?
To watch the recording, click this link: https://youtu.be/JYjqeSt9Oag