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Double Standardized Whole Milk for Increased Beverage Consumption

Des Plaines, Illinois 60016

ABSTRACT

The downward trend in per capita milk consumption since 1956 must be alarming to anyone identified with the milk industry. I am speaking of whole milk, the backbone of the industry and the product which makes up the major portion of fluid milk sales. It is true that low-fat milk sales have increased but not enough to balance the loss in the major line. The big question is, how can this trend be reversed?

Milk is primarily a beverage and consumption depends on flavor acceptance more than any of the other factors influencing consumer attitudes toward milk. Numerous surveys have shown the importance of flavor and it behooves the industry to provide milk which ensures optimum acceptance by consumers. At least six studies on the effect of composition on consumer preference have shown that a solids-not-fat (SNF) of 9.5% or about 1.0% higher than the present average in packaged whole