Understanding the Shift in Milk Consumption Trends Among Smaller Households

The Shift in Milk Consumption Trends Among Smaller Households

Every year, June 1st is celebrated as World Milk Day, a day established by the Food and Agriculture Organization (FAO) of the United Nations. In Japan, the Japan Milk Association has also dedicated this date as Dairy Day, promoting milk consumption throughout the month of June, known as Milk Month. This year, significant insights have surfaced regarding changes in milk consumption trends, driven largely by the growing number of smaller households in Japan.

The Changing Structure of Households

According to the Ministry of Health, Labour and Welfare, the total number of households in Japan has more than tripled in the last 70 years, while the average household size has halved from five members to just 2.23. As of June 2023, single-person households represent 34% of all households, with couple-only households making up nearly 58.6% when combined. This demographic shift raises questions about how consumption patterns change when families are smaller.

Recent Survey on Milk Consumption

To explore milk consumption among these smaller households, Snow Brand Milk Co., Ltd. conducted a survey targeting individuals aged 20 to 69 across Japan. The survey examined various factors, including purchasing habits and preferences for milk sizes. With a sample size of over 8,000, the results paint a vivid picture of the current landscape.

Milk Purchase Frequency

Interestingly, about 42% of respondents from smaller households indicated they purchase milk once every two weeks or even less frequently. This suggests that milk may not be a staple in their diets, possibly due to concerns about spoilage or waste.

Preference for Larger Sizes

Despite the low frequency of purchases, a surprising trend emerged: approximately 80% of individuals in smaller households reported buying large containers of milk, specifically those ranging from 900ml to 1000ml. This trend leads to an unfortunate reality where a significant amount of milk goes to waste, as many are unable to consume the entire container before it expires.

Waste and Expiry

A notable finding from the survey revealed that nearly 27% of respondents had disposed of milk at least once. Among those who had wasted milk, the predominant reason (over 80%) was due to the product reaching its expiration date. Most indicated that the amount discarded was typically around 200ml or less, suggesting that although wastage occurs, it is relatively moderate.

Demand for Intermediate Sizes

Among the respondents who had experienced discarding milk, nearly half expressed a desire for a mid-sized container, specifically a 750ml offering. Many believe that having an option between 500ml and 1000ml would be more convenient and could significantly reduce food waste.

New Offering by Snow Brand Milk

In response to these insights, Snow Brand Milk has launched a new product, the Snow Brand Delicious Milk (750ml) tailored for smaller households. This new size hit the market in March, available exclusively in the Kanto area. The aim is to cater to the needs of consumers who find traditional larger sizes too overwhelming for their consumption rates.

Commitment to Reducing Food Waste

Snow Brand Milk Company is dedicated to aligning its products with evolving consumer lifestyles. The introduction of the 750ml size underlines the company's ongoing commitment to reducing food waste while simultaneously providing options that meet the dietary demands of modern households.

Conclusion

As we observe World Milk Day and reflect on milk consumption trends, it becomes apparent that dairy producers need to adapt to changes in household dynamics and consumer preferences. The findings from the recent survey emphasize the importance of offering a diverse range of product sizes to accommodate a shifting demographic landscape, thereby promoting sustainability in dairy consumption. Overall, being mindful about purchase habits can lead to both reduced waste and a more enjoyable consumption experience for consumers throughout Japan.

For inquiries regarding the Snow Brand Delicious Milk products or more information, you can reach their customer service at 0120-301-369 or visit their official website at Snow Brand.