TeamWork project: Marketing milk to Gen Z

We recently took part in an international work experience project, TeamWork, collaborating with university students to develop their business skills, in return for involvement in a marketing project designed to meet a specific business need. An exciting first for AHDB.

The project took place over four weeks at no cost and allowed us to promote our role in supporting British food and farming, to both UK and international students.

The students were instructed to plan and implement market research to review how dairy milk is marketed within the retail sector in the UK and other countries, compared to dairy alternatives.

They were then asked to recommend ways to reposition British dairy milk in UK supermarkets to make it more appealing to families and Gen Z (18-25 year olds).

Key findings from the research (which involved in-store visits within the UK, USA, Canada and Romania and an online survey) showed that young Gen Z consumers wanted to see more visible nutritional information and health claims on packs, supported by price promotions – something which is working well in the USA, Canada and Romania.

Family consumers also rated nutritional information as the priority for on-pack messaging, followed by ethical standards.

Both groups said dairy milk packaging could also be made more visually appealing to both audiences. 

Our marketing team are now planning further research into how milk can more effectively engage consumers within the retail environment.