Consumo y aportación del sector lácteo a la sociedad | IKERFEL

We analyze the level of impact generated by the various actions carried out for the European Dairy Information and Promotion Program in the Spanish and Belgian markets.

Ikerfel has supported the interprofessional organization in the last three programs awarded by the European Commission, which are required to undergo an impact assessment by an independent measurement agency.

These types of studies are typically conducted on a triennial basis. The organizations participating in these studies develop an estimate of the objectives they believe will be achieved with the development of the information and promotion campaign (related to consumption levels, the category’s image, or the connection with concepts of sustainability or recognition of European logos, etc.).

These objectives are compared in the third year of the campaign with the data obtained at the initial stage of the measurement, in order to verify their level of achievement.

Applied Methodology.

Online Interviews (Ikerfel CAWI Survey System).
Digital & Social Listening.

To carry out this study, the following methodology was applied:

manos sosteniendo una taza de leche

Quantitative Research:

Online interview, using a structured questionnaire, with food purchasers in households where dairy products are consumed, aged 25 or older, and particularly sensitive to the values of sustainability and environmental respect.

Sample:

400 people interviewed in both markets (e=+-2.1%, 95.5%)

Fieldwork:

3 waves, one for each year of the program.

Social Listening:

Analysis of conversations in digital media (news, websites, social media) to analyze their content, sentiment, and the reach of the campaign online.

We conducted in-depth research into the daily consumption of dairy products and their evolution, as well as the image of different products and their association with the concept of sustainability.

Main Conclusions.

Based on the data from the latest study conducted and focusing on Spain, we would highlight the following:

Recommended Daily Intake: 48% of respondents say they are aware of the RDA, although 67%, despite knowing this amount, do not consume it. Overall, the percentage of those who consume an insufficient amount of dairy daily is expected to decline in the latest data collection, conducted at the beginning of 2025.
Consumption trends: The percentage of those who perceive that their household’s dairy consumption has increased compared to the past is increasing (+5%).
The image of dairy products: Virtually all of the image variables analyzed show improved percentages attributed to dairy products, particularly in variables such as:
- They are trusted foods (+5%).
- Contribution to the development of rural areas (+5%).
- Caring for the planet and concerned about animal welfare (+4%).
Association with the concept of sustainability: 74% of respondents link dairy products with one of the different aspects of sustainability (social, economic, or environmental), with the first aspect being particularly highlighted.