Dairy as a performance enhancer
Background:
The sports nutrition market is growing rapidly (approx 20% annually). Recent research shows that milk and other dairy foods can benefit sportspeople by enhancing body composition goals and promoting optimum hydration and recovery from exercise.
If Australians who exercise three times or more per week were aware of dairy's benefit, and accordingly increased their dairy intake by three serves per week, this would total more than 25 million extra weekly serves of dairy.
Although existing dairy products such as flavoured milks and yogurts can deliver these performance benefits, there is also opportunity to enhance margins through new product development targeted to this market.
Project objective:
Increase the consumption of dairy products by the physically active. This will be achieved by raising the awareness and understanding of dairy's benefits to the physically active.
Project scope:
The project commenced in 2010/11 with a 5 year plan including two initiatives:
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Defining Dairy's Role: aimed at understanding the role of dairy in sports nutrition, and determining the most relevant target audience and key influencer channels. It incorporates a scientific literature review, target audience mapping, target group research and commissioning scientific research.
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Engagement & Communication: focused on developing strategic collaborations and partnerships with key sports nutrition influencers (including sports dietitians and fitness leaders), and communicating dairy’s benefits to the target audience through these channels. In year one, 18-35 year olds who regulalry exercise at gyms were identified as the target audience. In 2011/12 onwards the project will expand to include people aged between 35 and 50 years.
Outcomes/benefits:
The ultimate outcome is to increase consumption of dairy by the physically active at least three times per week by three serves per week, thereby contributing to farm profitabilty.
This is supported by market research which is continuing to enable measurement of success against the key outcome. During 2011/12 research will also be initiated to provide information on dairy's role in muscle mass gain and maintenance. The information is intended to fill gaps in knowledge and provide relevant data to support messages. Further research may be required as gaps in knowledge are identified.
Engagement of dairy manufacturers will begin in 2011/12 to ensure that the messaging is coordinated with product uptake opportunities. To increase awareness, a strategy of key influencer engagement was developed in 2010/11. This is being rolled out with working relationships being developed with the Australian Institute of Sport, Sports Dietitians Australia and Fitness First.
More information:
For more information, please contact Glenys Zucco, Dairy Australia Nutrition Media Manager.