Project manager: SA Milk Processors' Organisation

At the end of 2007, Milk SA has commenced with the Dairy Consumer Education project. A consumer research programme to test and promote awareness of health and nutritional advantages and preferences of milk and other dairy products was completed by Markinor at the end of 2007.

The marketing objective is that the consumers should be informed of the health and nutritional advantage of milk and other dairy products and to eliminate misconceptions regarding these issues.

The research objectives was i) to identify the usage incidence, product awareness, drivers of consumption and overall perceptions of specific dairy categories on a national level and ii) to identify any confusions that exist regarding dairy products.

A communication campaign, of which the nature and details is determined by the outcome of the research, commenced during 2008.