Portugal’s Federação Nacional Cooperativas Produtores Leite - the national federation of milk producing cooperatives - (FENALAC) says that milk consumption in the country has fallen by 17% since 2016.
According to the organisation's data, per capita consumption of milk had already dropped by 16% between 2010 and 2015.
Speaking to the Lusa news agency, FENALAC president Manuel dos Santos Gomes said that this decline is due to “daily attacks on milk consumption through a set of myths and untruths regarding its incorporation into people's diets”.
Promotional Activity
Manuel dos Santos Gomes also admitted that the dairy sector has been experiencing significant changes since the end of EU milk quotas and the reduction in support measures for the sector.
For this reason, FENALAC has created the 'Qeuro Mais Leite', or 'I want more milk', campaign, to reverse the negative trend by promoting the benefits of milk consumption. The campaign will be present across various media until 2019, portraying milk as an essential food for a healthy lifestyle.
The organisation's president revealed that €1.2 million will be invested in the campaign, of which 70% will be financed by EU funds, and the rest by FENALAC.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
