Dairy Market Research Articles

Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

Abstract The article explores the conceptual foundations of building an effective brand. The BAV model is considered as a modern practical approach to brand valuation, its four key components are described. The methodology of the Interbrand company and its elements are studied. A model of dependence of brand value on loyalty and recognition indicators is proposed. Indicators that reflect the complex nature of loyalty and recognition indicators are defined. The author’s methodological approach to assessing brand value is described, which involves conducting a survey of representatives of the target audience of the studied brands, forming a database for brand evaluation, calculating the values of partial indicators, calculating the integral indicator of loyalty/recognition. The quantitative criteria for selecting brand strategies in the matrix «Loyalty-recognition (L/R)» are determined. Depending on the values of the integrated indicators - loyalty and recognition - the matrix «L/R» is proposed, which allows to choose marketing strategies for brand development. The following marketing strategies are proposed in the matrix: expanding awareness, building a brand, preserving and protecting brand positions, and building loyalty. The key elements of the proposed marketing strategies are described. The article conducts a thorough analysis of the Ukrainian dairy market, identifies its problems and prospects. The results of surveys to determine loyalty/recognition for the most famous dairy brands in Ukraine are presented. A matrix «L/R» has been built for them. Appropriate marketing strategies for dairy brands are proposed with basic recommendations for their development.

Competitive Strategy Analysis and Formulation of Selected Strategy Alternatives Through the Blue Ocean Strategy Approach at PT XYZ

PT XYZ is a dairy manufacturing company in an industry that has high competition. Products from PT XYZ are not satisfactory even though the price is competitive, so they often do not reach sales and revenue targets. This research aims to find out the internal and external conditions of PT XYZ and formulate the right strategy to compete in the market. This study uses a qualitative method with a case study approach, collecting primary data through interviews, questionnaires, and observations, as well as secondary data from company literature and other sources. Sampling was carried out by the purposive sampling method and the validity of the data was checked using source triangulation. Data analysis was carried out using various matrices such as IFE, EFE, IE, SWOT, and QSPM, as well as blue ocean strategies for the implementation of the right strategy. The results of the study show that the IFE matrix score is 2.607 and the EFE matrix score is 3.435, so that the position of PT XYZ on the SWOT diagram in quadrant II. From the results of the SWOT matrix, the company has 11 alternative strategies, including 4 SO strategies, 2 ST strategies, 3 WO strategies, 2 WT strategies. An alternative strategy that is the main priority based on the eval_uation of the QSPM matrix is product innovation. The recommended strategy for PT XYZ to face competition is to innovate products. By developing new dairy products that have added value or new variants, PT XYZ can differentiate itself from competitors in the dairy market. These innovative products can attract the attention of consumers who are looking for variety or additional benefits from dairy products. Through this innovative product, PT XYZ can increase sales and expand the market.

The Characterization of a Low-Calorie and Lactose-Free Brown Fermented Milk by the Hydrolysis of Different Enzymatic Lactose.

The adoption of brown fermented milk in the normal diet and daily beverages is accompanied by significant sugar intake and a high public health burden. To reduce the sugar content in dairy products while maintaining optimal nutritional properties, a novel low-calorie, lactose-free brown fermented milk was developed through enzymatic hydrolysis and the Maillard reaction. The optimal product was achieved using low-temperature lactase, where the lactose and glucose content were reduced 33-fold and 2.4-fold to 0.06 g/100 g and 13.32 g/L, respectively, meeting the criteria for being lactose-free (<0.5 g/100 g). Meanwhile, hazardous compounds such as 5-hydroxymethylfurfural and 3-deoxyglucosone were reduced by more than 20%. After 28 days of storage, the water-holding capacity and suspension stability remained notably stable, and the protein composition was also more enriched compared to commercial milk. It is expected that this low-calorie dairy product may promote growth in the dairy market.

Consumption Pattern of A2 Milk in Bengaluru City of Karnataka of India

The dairy sector in India, often referred to as the "milk bowl of the world," is a cornerstone of the nation's agricultural economy. A2 milk, derived from native Indian cow breeds, is gaining popularity due to its perceived health benefits over conventional milk. The research aims to provide a complete understanding of factors that influence A2 milk consumption in Bengaluru, addressing both consumer behaviour and market dynamics. The study used a mixed-method approach, combining quantitative analysis through surveys and factor analysis. Data were collected from 80 respondents across Bengaluru city of Karnataka. Garrett ranking was utilised to identify key constraints faced by consumers, while the Kaiser-Meyer-Olkin (KMO) measure and Bartlett's test were applied to ensure data adequacy for factor analysis. Results indicate that 82.50% of respondents are aware that A2 milk is a good source of lactose, but awareness drops significantly for other nutritional benefits, with only 19.16% aware of its omega-3 fatty acid content. The general awareness of A2 milk's health benefits of the A2 milk is moderate, with 57.5% of respondents exhibiting a medium level of awareness. Factor analysis revealed that product quality and market considerations significantly influence purchasing decisions, while high cost and lack of awareness are major constraints. The high price is attributed to lower yield per cow and higher maintenance costs. Furthermore, 90.50% of respondents highly accepted the taste of A2 milk, indicating a strong sensory appeal. In conclusion, the study highlights the need for targeted awareness campaigns and pricing interventions to enhance consumer education and engagement. Addressing these constraints could improve market penetration and maintain consumer interest in A2 milk, promoting its health benefits, and ensuring its competitive edge in the dairy market. The findings provide valuable information for producers and marketers aiming to expand the A2 milk market in Bengaluru and similar urban areas.

Product differentiation, quality, and milk price stability: The case of the Swiss cheese market

AbstractWe investigate potential linkages between product and quality differentiation in the cheese markets and raw milk producer prices. We analyze the co‐movements of producer prices of milk delivered to cheese processing channels with different differentiation strategies, namely industrial, artisanal, and artisanal cheese with geographical indications (GI) in the Swiss dairy market. We find that overall, product and quality differentiation in cheese markets helps milk producers achieve higher and more stable prices. Additional GI protection does not guarantee further enhancement of producer prices. Rather, its effectiveness may depend largely on the strength of GI protection and the governance of producer organizations.

Improving market (cull) dairy cows carcass traits and meat quality

Despite a high volume of market (cull) dairy cows entering the food chain every year, beef from market dairy cows is largely considered insignificant when compared with beef from beef cattle in the market and is widely thought to be used for ground beef only. Our study aimed to evaluate the effects of feeding dairy market cows on a lactating TMR diet before slaughter on carcass and beef quality traits. Forty-three Holstein market cows were randomly assigned into 2 treatments: Fed or Direct. Fed cows (n = 22) were dried off, then fed a lactating cow TMR ration for approximately 60 d whereas Direct cows (n = 21) were sent directly to slaughter. Hot carcass weight (HCW) was used to calculate the dressing percentage (DP) together with the animals' body weight recorded when animals left the farm to go to the abattoir. At 24h post-mortem, the rib fat thickness (RFT) and rib eye area (REA) were measured by a certified grader. Afterward, rib samples were collected between the 12th -10th ribs from one side of the carcass and divided into 5 ribeye steaks. The first steak was used for intramuscular fat (IMF) content analysis by NIRS. The other 4 steaks were then aged for 7, 14, 21, or 28 d. Following aging, the steaks available were assessed for tenderness using the Warner-Bratzler Shear Force protocol. Data were analyzed by mixed linear regression to compare experimental groups for continuous outcomes. HCW of the Fed cows was higher than the Direct cows, with a mean HCW of 408.3 kg and 326.1 kg, respectively (SE ± 9.0). Average DP in Fed cows was 49.1%, compared with 42.5% in Direct cows (SE ± 0.69). The average percentage of IMF in Fed cows was 8.1% and in Direct cows was 5.0% (SE ± 0.43). Fed cows had a mean REA of 68.1 cm2 and Direct cows had a mean of 57.7 cm2 (SE ± 11.9). No differences were found for RFT. The steaks aged for 14 d resulted in meat with a mean shear force (SF) of 4.19 kg in Fed cows, while Direct cows had a mean SF of 6.28 kg (SE ± 0.29) Feeding market dairy cows for 60 d before slaughter enhanced carcass weight and yield, IMF content, and tenderness. These results indicate that approximately 60 d of feeding can improve the quality of market dairy cow meat and may help improve market cow value.

Temporal Trends and Future Projections: A Deep Dive into India’s Buffalo Milk Production Through Time Series Modelling

Background: Buffalo milk production in India plays a significant role in the global dairy market, with a rich history deeply intertwined with the country’s economy and culture. Over six decades, the dynamics of buffalo farming have been pivotal in shaping India’s dairy landscape. Methods: This paper delves into the subject by analysing a comprehensive time series dataset spanning six decades. The focus lies on understanding the economic and cultural significance of buffalo farming, particularly in relation to milk production. Four forecasting models-ARIMA, SES, Seasonal Naive and ETS-are employed to discern temporal patterns in buffalo milk production. Result: The study reveals that the ARIMA and ETS models outperform SES and Seasonal Naive models in capturing and elucidating data behaviour. Their superior performance underscores their efficacy in predicting buffalo milk production trends accurately. These findings offer valuable insights for policymakers and stakeholders aiming to optimize buffalo milk production and foster long-term growth in India’s dairy sector.

Digitalization of the national economy as a driver of virtualization of communications among dairy market stakeholders

Theoretical and methodological approaches to the study of key trends in the digitalisation of the national economy, which act as a driver of virtualisation of communications of dairy market stakeholders, have been studied and substantiated. It is established the different speed and slow implementation of digital accounting technologies in the conditions of differentiation of requests of interested organisations and customers, providing time saving, and communication costs are calculated. On the one hand, the involvement of local computer networks in the internal activities of national organisations, the internet – in the environment of virtual external interaction, rather with suppliers than with consumers, and e-mail, websites – in all spheres of their virtual activity is predominantly developed. On the other hand, there is a big lag in the implementation of such key elements of digital technologies as “big data”, “internet of things”, artificial intelligence models, radio-frequency identification, “digital twins”. The feasibility of creating a web showcase site for virtual interactions between innovatively active dairy enterprises and customers is substantiated.

Artistic and graphic features of visual communication of dairy market brands

Artistic and graphic features of visual communication of dairy market brands

Dairy subcomplex of Kazakhstan: condition, measures to improve efficiency

The current state of production of milk and its processed products in the regions of Kazakhstan has been studied. The goal is to assess the situation on dairy market, identify problems hindering the development of the industry, and develop recommendations to increase its competitiveness. Methods – monographic, logical, systemic and complex analysis, statistical data processing, constructive-functional approach. The works of domestic and foreign economists concerning the problems of dairy cattle breeding and milk processing structures were used as theoretical and methodological basis for scientific research. Results - factors directly influencing the growth of dairy product volumes were analyzed, including their quality, profitability, operation of logistics systems (supply chain, product transportation, transportation optimization), and marketing strategies. The method of economic and mathematical modeling was used to determine the strengths and weaknesses of enterprises, as well as the opportunities and threats of the external environment. Particular attention is paid to aspects of regulation of legislative framework, as well as adaptation to changing market conditions and consumer preferences. To increase production of own high-quality milk and reduce import dependence, the state actively supports and stimulates the creation of dairy farms, increases the volume of state subsidies for agricultural producers, and simplifies lending and micro lending system. It is important to ensure increase in profitability of dairy producers, reduce the influence of seasonality on price situation of dairy market, and develop infrastructure of social nutrition system. Conclusions - it is necessary to introduce new technologies, digital transformation in livestock farming, increase in technical equipment, allowing to increase the size of gross product, level of self-sufficiency in domestic products and expand participation in foreign trade as the main form of international economic relations.

Assessment of milk production and processing in the southern regions of the Republic of Kazakhstan

Goal - indicators of production and processing of cow's milk in the region are presented using the construction of multiple regression model and recommendations for the development of dairy market in Kazakhstan are given. In the work methods of logic, statistical analysis, factorial, econometric modeling and systematization are used. Results - it is noted that dairy industry is an integral part of agro-industrial complex. Literary sources containing information on achievements in dairy industry of developed countries are analyzed; current state of the world economy and its importance for ensuring food security are shown: inflation, anti-Russian sanctions, decline in consumer incomes. The productivity of cows, reasons for the decline and increase in milk production, low share of dairy processing, and high depreciation of agricultural machinery are considered. The need to conduct research on the volume of dairy products production is substantiated using the example of Almaty as a large milk-processing regional center. It has been determined that the influx of investment has a significant impact on productivity of the city's dairy enterprises. An econometric assessment of the factors that have the greatest impact on the process of processing raw materials and obtaining finished products was carried out. Conclusions – scientific and practical results of generated regression model for assessing production processes and milk processing are presented. Socioeconomic criteria have been determined: the level of employee salaries, food inflation in dairy industry, increase in the number of dairy product complexes. Recommendations for modernization of dairies based on effective measures of state support, consolidation of small agricultural producers, and introduction of innovative technologies have been developed. Resource conservation is important - mandatory requirement for equipment, technologies, production activities, and economic mechanisms. Accounting of resources, their availability and consumption, careful attitude to the use of energy, water, heat are mandatory components of the rational use of potential.

Kazakhstan dairy market: guidelines for optimization

Milk plays an important role in human life as obligatory and necessary food product, containing the most valuable and easily digestible proteins, fats, carbohydrates, and minerals. The goal is to show the current state of dairy industry in Kazakhstan, factors influencing its development. The economic parameters of production of milk and dairy products, dynamics of production volumes, and the number of cattle by type of management have been studied. The methods are based on the study of domestic and analytical reviews, scientific publications, and statistical information. Results – there is a shortage of raw materials for processing enterprises, their low quality, and a large number of small producers. The authors state that homemade milk from private farms does not meet technological standards, which, in turn, is the reason for poorquality industrial processing of raw materials. Domestic producers satisfy the need only for liquid processed milk and cream (94.9%). Conclusions – indicators that have restraining effect on development of dairy industry in the republic are considered, the need for technological reequipment, formation of cluster structures, and state support for Kazakh producers is pointed out. Compliance with raw milk quality standards is only possible when using the latest methods for obtaining and primary processing of raw milk. To achieve an effect, subsidies for technical equipment are required, especially for small-scale farms (milking and refrigeration machines, disinfectants, express control analyzers, etc.). Forecasts for consumption of dairy products assume the ability to determine in the future the volumes and structure of market demand for this type of product. The fundamental factors are the level of income, trends in changes in retail prices, degree of market saturation, national and historical traditions.

Several Feature Extraction Methods Combined with Near-Infrared Spectroscopy for Identifying the Geographical Origins of Milk.

Milk is a kind of dairy product with high nutritive value. Tracing the origin of milk can uphold the interests of consumers as well as the stability of the dairy market. In this study, a fuzzy direct linear discriminant analysis (FDLDA) is proposed to extract the near-infrared spectral information of milk by combining fuzzy set theory with direct linear discriminant analysis (DLDA). First, spectral data of the milk samples were collected by a portable NIR spectrometer. Then, the data were preprocessed by Savitzky-Golay (SG) and standard normal variables (SNV) to reduce noise, and the dimensionality of the spectral data was decreased by principal component analysis (PCA). Furthermore, linear discriminant analysis (LDA), DLDA, and FDLDA were employed to transform the spectral data into feature space. Finally, the k-nearest neighbor (KNN) classifier, extreme learning machine (ELM) and naïve Bayes classifier were used for classification. The results of the study showed that the classification accuracy of FDLDA was higher than DLDA when the KNN classifier was used. The highest recognition accuracy of FDLDA, DLDA, and LDA could reach 97.33%, 94.67%, and 94.67%. The classification accuracy of FDLDA was also higher than DLDA when using ELM and naïve Bayes classifiers, but the highest recognition accuracy was 88.24% and 92.00%, respectively. Therefore, the KNN classifier outperformed the ELM and naïve Bayes classifiers. This study demonstrated that combining FDLDA, DLDA, and LDA with NIR spectroscopy as an effective method for determining the origin of milk.

Socioeconomic Impact of A2 Milk Production in Colombia and Its Projection in The International Market

This study focuses on investigating the socioeconomic impact of A2 milk production in Colombia and its projection on an international scale, with a focus on international business. The main objective is to conduct a comprehensive analysis of the state of the art related to the commercialization of A2 milk in the Colombian dairy sector, exploring its implementation at a global level, consumption trends, sustainability, and target audience, to consolidate current knowledge in this area. The methodology is based on the collection of various sources of knowledge, covering studies from 2010 to 2023, relevant documents, bibliographic references, business magazines, and previous studies on the adoption of the production of this alternative in different countries, using specialized databases. Specific keywords linked to A2 milk, dairy marketing, consumption trends, and the national and international dairy market are used, facilitating the collection of references and the corresponding analysis through an inductive method. The content addresses crucial issues such as diversification of milk production, innovation in dairy products, and consumption alternatives for a wider population, as well as opportunities and challenges present in Colombian dairy production. In essence, this work seeks to provide a detailed analysis of the commercialization of A2 milk internationally and in Colombia, identifying significant patterns that can contribute to its implementation in the Colombian market and facilitate its expansion globally in the context of international business. In conclusion, the comprehensive research addresses the socioeconomic impact of A2 milk production in Colombia and its international projection from an international business perspective. The comprehensive literature review and data collection have provided a complete picture of the consumption trends, sustainability, and target audience associated with the commercialization of this dairy alternative.

Dynamic Gastrointestinal Digestion of Bovine, Caprine and Ovine Milk Reconstituted from Commercial Whole Milk Powders.

The global dairy market has been increasingly diversified with more dairy product offerings of milk products from different animal species. Meanwhile, milk powders remain the main exported dairy product format due to their ease of transportation. In this work, we studied the structural changes, protein hydrolysis and nutrient delivery during dynamic gastric digestion and small intestinal digestion of cow, goat and sheep milk reconstituted from commercial whole milk powders. The results show that the reconstituted milks digest similarly to processed fresh milk. The digestion behaviors of the three reconstituted ruminant milks are broadly similar (gastric coagulation, kinetics of gastric emptying of protein and fat and the high digestibility in the small intestine) with some differences, which are likely contributed by the processing history of the milk powders. The delivery of individual amino acids to the small intestine differed between the early and late stages of gastric digestion, which were primarily affected by the abundance of amino acids in caseins and whey proteins but also by the difference between milk types associated with their gastric coagulation behaviors. This work showed that powdered milk is similar to fresh processed milk in digestion behavior, and the inherent differences between ruminant milks can be modified by processing treatments.

A Case Study on Brand Personality and Consumer Loyalty in India's Booming Dairy Industry

India's dairy industry is witnessing significant growth, driven by factors such as rising disposable incomes, evolving consumer preferences, and the emergence of foreign brands. As the market expands, establishing a strong brand image becomes essential. This research focuses on assessing the brand personality of AMUL, a prominent player in the Indian dairy market, and its influence on consumer loyalty. Utilizing a structured questionnaire administered to respondents in Coimbatore District, this study measures consumers' attitudes towards AMUL, its brand personality. Through exploratory factor analysis, four key dimensions of AMUL's brand personality viz., activity, simplicity, responsibility and emotionality are identified. The findings reveal a positive correlation between brand personality and consumer attitude, indicating the importance of personality in brand perception. The study underscores the importance of aligning branding efforts with consumer preferences and suggests strategies for AMUL to enhance its brand image and brand personality. By leveraging these insights, AMUL and other dairy firms can effectively engage consumers, strengthen brand equity, and sustain market competitiveness in India's dynamic dairy landscape.

Household milk production, milk purchase and child nutrition:Panel data evidence from rural Uganda

The burden of low-quality diets and childhood undernutrition is widespread in rural areas in SubSaharan Africa, where households rely mostly on agriculture. Various empirical studies have shown the relative importance of the market, and hence food purchases, compared with farm diversification in raising dietary diversity. But are these findings applicable to all food markets? In the case of highly perishable milk, which characterises its production in rural Africa, and the low community ownership of cows, an important research question is whether milk is available in markets and whether milk purchases contribute to the nutrition of children in smallholder households. Using panel data from rural Uganda, we estimate conditional mixed-process models and find positive effects of both household milk production and milk purchases on height-for-age z-scores. We find that milk purchases and milk production are complements, and therefore a strategy combining increases in milk productivity, dairy market development and social protection programmes to increase economic access to milk markets could improve child nutrition.

Competitive Resilience and Innovation: Fonterra's Strategic Approach to Thriving in the Dynamic Chinese Dairy Market

In the Chinese market, Fonterra faces fierce competition with competitors such as Mengniu, especially with the increasing demand for functional, personalized, and healthy products. In response to the challenge of product line similarity, Fonterra should adopt a diversified product portfolio strategy and continue to launch new products, including special functional ingredients, personalized flavors, and innovative products that meet health needs. By reducing reliance on a single product, the company can reduce the impact of market volatility and increase its differentiation against competitors. This strategy will appeal to a wider consumer base, enhance customer loyalty, and effectively mitigate the threat of substitutes. By constantly monitoring market dynamics and competitors' actions, as well as making regular adjustments to its product portfolio, Fonterra will be more flexible in adapting to changes in the marketplace, enhancing its competitiveness and meeting evolving consumer needs, laying a solid foundation for the Company's sustainable growth.

Dynamics of Consumption, Decision and Preferences in Branded Dairy Sector in India

The study explored the dimensions of consumption characteristics, decision aspects, and consumer predilection to determine the mechanics of the dairy industry that is experiencing a marked transformation concerning indigenous players, and new and potential entrants besides expansion in product categories. The results of the study entailed that consumers' awareness is at rock bottom regarding the presence of branded dairy marketers and they are ignorant of different categories of dairy products available in the market. The marketers must escalate the communication efforts to enter the consideration set of buyers. A thorough understanding of the target market through marketing research is pivotal to gaining acquaintance with the food habits of the market which is indispensable for devising elegant communication strategies.&#x0D; The time is ripe enough for the indigenous marketers to gear up and intensify the marketing campaign else they may be knocked out by foreign dairy companies who have already started making inroads into the Indian dairy market.

ОЦІНКА СТАНУ РОЗВИТКУ МОЛОКОПРОДУКТОВОГО ПІДКОМПЛЕКСУ ЛЬВІВСЬКОЇ ОБЛАСТІ

The article defines the essence and structure of the dairy subcomplex as an important component of the agro-industrial complex of Ukraine, focusing on changes in its localization with the outbreak of full-scale military operations. The results of the functioning of its main sectors: cattle breeding and production of dairy raw materials, milk processing, export-import commodity operations with dairy products and the sphere of consumption are investigated. It is found that Lviv region, with its considerable potential, does not show good results in the domestic market of raw milk, but due to its territorial remoteness from the area of direct hostilities, it has to some extent strengthened its competitive position in this market. There are significant differences in the structure of raw milk production in the region compared to the national figures, and the same disproportions are typical for foreign trade operations with dairy products. At the same time, there are a significant number of milk processing enterprises operating in the region, both local, interregional and national. The analysis of the situation showed that over the past five years, there have been steady deterioration trends in almost all sectors of the dairy subcomplex in Lviv region. These include high costs of keeping livestock, reduced livestock numbers (especially in households), lower milk yields, difficulty ensuring high quality raw milk and sufficient quantities in private households, unfavourable pricing policy on the foreign dairy market, low solvency of the population, negative demographic changes, and a difficult security situation due to the ongoing military operations in the country, a serious shortage of energy resources, which makes it difficult or even impossible to ensure the proper quality of dairy products in the supply chain. To support domestic dairy producers in the region, programs are being implemented to support farming and small manufacturing businesses, numerous grants are being provided, and production cooperation is taking place with the involvement of foreign private and public investment, which is yielding positive results. Also, the dairy industry in Lviv region actively promotes its products in the retail market, which ensures high ratings throughout the country, and is engaged in both meeting the needs of defenders and their social support.