Protein continues to be one of the strongest drivers of food and beverage purchasing decisions, creating significant opportunities for dairy. To help the dairy community better understand and connect with these consumers, Midwest Dairy has invested in research and retailer engagement focused on the protein-conscious shopper. From sharing new consumer insights with industry audiences to helping retail partners bring protein-focused dairy solutions to life, Midwest Dairy is working to position dairy as a trusted, everyday source of protein and drive demand for dairy farmers.
Midwest Dairy Presents at Quirk’s Marketing Research Conference
In April, Midwest Dairy’s Senior Manager of Consumer Insights & Business Analytics, Maureen Windisch, presented at the Quirk’s Marketing Research Conference, sharing findings from a recent study titled Understanding the Protein Conscious Consumer. The research explored the key motivations driving protein-focused consumers and identified opportunities for the dairy industry to better meet their evolving needs.
The study revealed that protein-conscious consumers are already frequent dairy purchasers and consumers; however, many do not fully recognize dairy as a strong protein source. In fact, only 53% of these consumers believe dairy is a good source of protein, highlighting a significant opportunity to strengthen awareness and education.
To better connect with this growing consumer segment, Midwest Dairy emphasized the importance of closing the knowledge gap and positioning dairy as the everyday protein powerhouse it truly is. By reinforcing dairy’s natural protein benefits and nutritional value, the industry can further strengthen dairy’s role in consumers’ daily eating habits.
Approximately 60 consumer research professionals attended the breakout session, which received positive feedback and generated strong interest in the findings. Following the presentation, Midwest Dairy participated in an interview discussing the study’s key insights and implications for the dairy industry.
Hy-Vee’s Protein Sale Leads with Dairy
According to Innova Market Insights, 71% of consumers are actively seeking to add more protein to their diets, creating a significant opportunity for dairy. To help retailers better understand and connect with this growing consumer segment, Midwest Dairy hosted a consumer insights webinar in March focused on winning over the protein-conscious consumer with dairy products.
In May, Hy-Vee put these insights into action through a protein-focused advertising campaign designed to appeal to protein-seeking shoppers. Notably, high-protein dairy products were featured prominently at the beginning of the campaign, demonstrating Hy-Vee’s recognition of dairy as a powerful protein solution and its use of Midwest Dairy’s consumer research to inform marketing strategies and drive sales growth.