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Dairy Checkoff sees great fit with “health is the new wealth” consumer trend

“Health is the new wealth” is an emerging trend the Dairy Checkoff is closely tracking.

Midwest Dairy consumer insights manager Megan Sheets says the COVID-19 pandemic has sparked an unprecedented awareness in wellbeing.

“Consumers have never really been so aware of the importance of their health and nutrition. And what’s been really interesting to watch is that this isn’t just for older generations, about half of Gen Z’ers say that they’re more aware of their personal health now and will continue that coming out of quarantine.”

She tells Brownfield consumers also seem to have a more holistic view of health.

“It’s not only about the nutritional intake when they think about food and their own health, they’re also thinking about their impact on their emotional and mental health, and the health of the planet. So health means something different to consumers now, and dairy is really positioned so perfectly with all of these consumer priorities.”

Sheets says a research study conducted over the summer showed consumers are confident in the nutritional profile of dairy and find comfort in dairy foods.