Demographic differences in usage and attitudes to milk

Declining milk consumption is a potential public health problem because milk provides nutrients that are not abundant in other foods. Identification of the factors that may influence milk consumption may lead to development of interventions to promote more healthful behaviours.

Attitudes and beliefs about food appear to be strong predictors of dietary behaviour. The objective of this study was to survey a random sample of consumers in regard to their milk consumption and attitudes and beliefs about milk. Two telephone surveys were conducted one year apart. The questionnaire included attitude items that reflected the main themes of consumers' interest in milk.

The respondents' attitudes were complex and were related to demographics and milk consumption. In general, people's concerns about milk related to what was important in their lives; what threatened them physically and emotionally. Women held more positive attitudes, but they were concerned about the fat content of milk. Men were less aware of milk's nutritional benefits and, as a result, were less appreciative of its value.

The findings from this investigation provide an opportunity to develop appropriate public health initiatives to promote the consumption of high calcium foods and to address the barriers to drinking milk. Nutrition communications in collaboration with other health agencies and the milk industry could support these initiatives.