Increasing dairy intake in 5-12 year olds
Background:
Government research shows that children aged 4 and over are not achieving their recommended intake of calcium. Furthermore, dairy food intake declines as a proportion of total dietary intake as children get older.
With dairy representing about 60% of calcium sourced from the diet, this issue presents an opportunity for increasing the demand for dairy foods while positively affecting health outcomes in children. Children also represent a significant dairy consumer segment – consuming around 25% of all liquid milk.
Project objective:
Increase dairy intake proportional to overall dietary intake for 5-12 year old children. This aligns with the overall Health & Nutrition Drivers program objective of enhancing demand for dairy foods.
Project scope:
- Defining kids dairy consumption – including qualitative research with mums, and another secondary analysis of the 2007 National Children’s Nutrition and Physical Activity Survey
- Schools interventions – including curriculum support material and dairy promotional activities targeting teachers
- Parents behavior interventions – including a PR campaign targeting parents and influencers of parents such as health professionals
- Leveraged marketing – including dairy advocacy activities aimed at increasing government support for enhanced calcium and dairy intake in children
Outcomes/benefits:
Increased dairy consumption contributes to increased farm profitability.
Insights into children’s dairy consumption assists in developing awareness strategies targeted at influencers of children, as well as suitable dairy products to ensure increased long-term demand for dairy as it becomes incorporated into lifelong dietary habits.
Furthermore, a policy environment that promotes increased calcium consumption will support this dairy behaviour trend and ensure a long lasting economic benefit to the dairy industry.
More information:
For more information, please contact Amber Drake, Nutrition Communications Program Manager.