One of the key questions the dairy sector needs to ask is how well it understands modern millennials (young adults) and tomorrow’s mums. It’s a question Zoe Kavanagh, chief executive of the National Dairy Council (NDC) aims to answer with a new dairy campaign specifically aimed at this generation.

Earlier this year, the NDC carried out countrywide research on people’s attitudes towards dairy. The results proved really positive, with high levels of consumer trust in the product and those who produce it. It was only when the survey results were closely examined that a clear shift in the opinions of the younger female audience emerged. The shift was less pronounced among millennial males, and NDC chief executive Zoe Kavanagh puts this down to the work that’s been done to promote milk as a natural sports drink.