Are the Days of Dairy Over?

By Tajamul Islam Salroo

Globally, the dairy industry has been showing unexpected disruptions on and off for some years now. In Kashmir, however, as per official reports, Kashmir is headed towards a “White revolution” and dairy farming is being touted as the next big thing. 

Dairy farming is an important source of livelihood in rural economies and in the past few months, the government has painted a hopeful picture for dairy farming and the participation of the youth in it. 

However, there’s still a threat to the dairy industry on many accounts as people’s concerns and preferences evolve. As such, it may be important to think ahead, identify such changes and proactive address these evolving concerns. 

Consumer preferences and expectations have changed over a period of time. People have become more informed and hence, expect more freshness, taste and nutritional value in dairy products, in particular and other food products, in common. With the rise in the number of brands for the same dairy product people have a good amount of choice to make before purchasing the one. Consumers look at labels and ingredients and then decide what must be taken. A good percentage of consumers are inclined towards the traditional dairy products while some more health conscious people have already reduced the intake of dairy products in their day-to-day lives. 

At present there are many substitutes for dairy products. As far I have observed there is a distinct consumer base for different dairy products with the same application, unlike earlier times. Earlier many people used to think that the milk powder was not a milk product but made from something unknown. Similarly people could not believe milk could stay fresh for months altogether as they were not so informed as today about UHT processes and the hi-tech packaging that retain the freshness of these dairy products. Now consumers ask for Whole Milk Powder, Skimmed Milk Powder, Dairy Whitener, UHT Milk, Soya Milk etc. Thus, the division has been created among dairy consumers as per their choice of preferred storage and consumption.

Untested contamination and adulteration in dairy products is consciously being looked upon by the present-day consumers. Dairy products from reputed companies are expected to be unadulterated, properly tested before dispatching to markets and meeting all the standards of freshness, taste and nutritional value. In the past several years the information disseminated through various media sources about contamination, adulteration and use of antibiotics in dairying have given rise to the introduction of analogue products that are being promoted as a better alternative by its manufacturers. And people have started switching to those alternatives.

Ordinary consumers have turned health conscious and mindful. Many people don’t want fats in their diet and they have hence moved either to skimmed milk or milkless beverages. Nowadays a large number of people are seen taking black and/or green tea instead of traditional milk tea which was not the case earlier. And that is a challenge for dairy companies.

Organic dairy products are believed to have a smaller carbon footprint and therefore preferred by the contemporary consumer who pays due attention to the labels and opt accordingly for food of his choice.

Individual economic conditions over the last few years have worsened while expenses have increased and that also seems to be a reason for cutting down on dairy products to a certain extent. But it is believed to get better in the near future with the betterment in trade that is disrupted at present.

It, therefore, becomes necessary for dairy manufacturing companies to get a proper research methodology and innovation to diversify and develop new products with emphasis on best quality control and nutritional benefits.

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