Dairy Processing - May/June 2022 - 61

to grow three times faster than traditional channels. In fact,
brands like McDonald's are filing trademarks for virtual food
products and restaurant space.
This presents enormous opportunity for dairy; the
challenge will be to keep pace with investments that grow
our presence in e-commerce, and in new digital and virtual
environments with relevant products to meet people's needs.
HEALTH AND WELLNESS
Technology also plays a significant role in redefining how
people manage their overall health and wellness.
* Investments in digital health startups doubled last year
to $57 billion.
* Six in 10 people live with chronic disease; and more
than 60% report using food as medicine to manage/
prevent a range of health conditions.
With health as the new wealth, dairy must combat longtime
misperceptions around the negative health impacts of
dairy. We need to deliver content and create products backed
by science that help people meet their personalized health
and wellness needs using technology-based healthcare and
personalized nutrition tools.
Earlier this year, DMI announced a collaboration with
Mayo Clinic focused on validating some of our legacy research
in areas such as milkfat, cardiovascular and other chronic
disease, and building new research credibility in immunity,
inflammation, anxiety, sleep and digestion. The collaboration
also explores dairy's inclusion in digital platforms that help
people discover ways to manage their overall wellness.
IMPACT IMPERATIVE
Consumers express growing interest and purchase intent
in companies and brands that demonstrate " purpose over
profit. " Consumers of all ages expect businesses to take a
lead role in addressing societal challenges that benefit people,
communities and the planet. Given the pandemic, the growing
concern over climate change, social and other market forces,
people now demand transparent accountability, leading to
what we call an impact imperative.
Showcasing proof of positive, measurable impact is the
new normal to participate and be competitive and relevant
in today's marketplace. Consumers, customers, investors
and governments demand swift action and impact within
environmental/climate change mitigation.
* According to the 2022 Edelman Trust Barometer,
75% of consumers globally are concerned about
climate change.
* Two out of three people report switching products for
one that has a more positive impact.
In 2020, the Innovation Center for US Dairy announced
the 2050 Environmental Stewardship Goals - achieving GHG
neutrality, optimizing water use and improving water quality.
These long-term goals combined with dairy's ongoing work
toward collective progress (on farm and through the chain)
is imperative. Action and communication of our good work is
key - scaling proven technologies and practices, measuring
and reporting progress, and attracting additional partners and
resources ensures our ability to compete.
LAB-GROWN ALTERNATIVES
Growing expectations for businesses around sustainability
has allowed an emerging category - lab-grown dairy - to
attract significant investment. More than $1.7 billion has been
With health as the new wealth,
dairy must combat long-time
misperceptions around the negative
health impacts of dairy.
invested into lab-grown protein companies who contend
they are as nutritious as dairy from a cow, but produced in a
more sustainable way. Research conducted with Gen Z and
Millennials shows they believe in innovation within food
alternatives to feed a growing population.
As more lab-grown products enter the market, dairy needs
to quantify and prove its environmental, nutrition and societal
impact to show our unique point of difference that labgrown
companies cannot claim. DMI is investing in research
collaboration with academic partners to better understand
dairy's macro- and micro-nutrients, and to map down to the
molecular level the naturally occurring properties in cow's
milk that makes it unique, beneficial and essential for human
health. This work will discover future health and wellness
benefits, claims and new products for consumers.
Breakthrough science, combined with demonstrated
and net positive impact in the environment and other areas
that matter to customers and consumers, will ensure dairy
that starts with milk from a cow continues to earn a place in
products and homes around the world.
US dairy is operating from a position of strength. Making
investments in science, innovation, sustainability and our
workforce will ensure the category's relevance for future
generations here and around the world.
Dairy Management Inc., Rosemont, Ill., is an American
trade association dedicated to promoting the sale of
American-made dairy products.
DAIRYPROCESSING.COM | MAY-JUN 2022 61
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