ORTONVILLE, Mich. — In tonight’s Two Americas’ report fewer Americans are quenching their thirst with a glass of milk these days.
In fact, fluid milk sales are down and have been in decline for years and the change has had a far-reaching impact.
Milk consumption is down 42% from what it was a half-century ago and it’s put a squeeze on dairies across the country. Michigan dairy farmers are no exception.
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With milk consumption resurging as people largely stayed home and went online in unprecedented numbers last year, MilkPEP set out to choose a new type of brand partner to bring a modern and integrated approach to storytelling and marketing. …
The success of the campaign led to an improved engagement with videos, greater interest in dairy recipes being promoted, and an enhanced engagement with the site. This success has led to an expansion of the program into performance-driven packaged goods campaigns designed to enthuse audience members to add dairy products to their online grocery orders. …
The USDA, Economic Research Service (ERS) Food Availability (Per Capita) Data System shows that U.S. daily per capita consumption of fluid milk decreased over each of the past seven decades. Between 1990 and 2000, it fell from 0.78 cup to 0.69 cup (an 11.5-percent decline). By 2010, it was down to 0.62 cup (10.1 percent lower than it had been in 2000). Compared with each of the previous six decades, U.S. daily per person fluid milk consumption fell at its fastest rate in the 2010s. …
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