Abstract
An overall, continuous downward trend in milk production and utilization can be observed in the U.S. during the last 30 years. The per capita dairy product consumption decreased by about 10% in every decade. Since dairy products supply an important portion of the nation's protein, and 75% of our calcium needs, it seems to be important to understand the causes of this decline. To overcome the decline, the rationale of a coordinated technological, nutritional, and marketing research approach is discussed in this paper. The future of the dairy problem is analyzed from three interrelated viewpoints: (a) product reserach to meet consumer needs, (b) nutrition research to promote consumer health, and (c) marketing research to explore consumer motivation.
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