2. Activate the core
Retailers can activate three core strategies to get consumers excited about dairy. In a tactic similar to Weigel’s approach, dairy items can be aligned with physical fitness. “Active dairy super-consumers make protein a critical diet component, spending more than double on dairy than the average dairy consumer,” says Mary Kay O’Connor, vice president of special projects for Madison, Wis.-based International Dairy Deli Bakery Association.
To leverage the category for snacking, use point-of-purchase messaging such as “Break Time” and “Refueling Station” with an array of dairy options, including yogurt, pudding and cottage cheese, bundled together at an endcap to cater to mini-meal eating trends, O’Connor says.
Also emphasize milk’s value-added aspect with buzz terms such as “lactose-free,” “flavored” and “whole milk,” she says.