1% milk campaign results in dramatic rise in 1% milk sales

Sales of 1% milk at four Fresno grocery stores soared following an 18-week "1% Milk - Healthy and Delicious!" campaign aimed at raising public awareness about the health benefits of lower-fat milk, according to a summary report released in January.

"Many people are buying whole milk out of habit," said Melissa Martinez, a program representative for California Nutrition Network based at the UC Cooperative Extension office in Fresno. "If we give them accurate information about the health benefits of low-fat milk, many will try it."

Martinez collected milk sales information from four grocery stores in Fresno ZIP codes 93701 and 93702 before initiating a multi-faceted campaign, which targeted Spanish-speaking and English-speaking Hispanic mothers of young children. After the campaign, sales of 1% milk were 43.8% higher.

The Central Valley LEAN coalition, comprised of community agencies from all health fields, defined the problem: the Hispanic population consumes more whole milk than non-Hispanic populations. Whole milk has 8 grams of fat in one cup, while 1% milk has 2.5 grams of fat in one cup. Low-fat 1% milk has more calcium and protein per cup than whole milk while its vitamin D content is the same. Whole milk can contribute to overweight, obesity, heart disease, cancer, stroke, and type 2 diabetes, conditions disproportionately high in the Hispanic population.

Surveys and pre-testing determined that Hispanic consumers were more likely to make the switch to low-fat milk if they learn and understand the health benefits and if they try low-fat milk and realize that it tastes good. An 18-week campaign was developed by Central Valley LEAN and guided by representatives of the target audience to convey those messages. It was presented from April to August 2001.

The campaign included milk taste tests and presentations at schools and grocery stores; posters and brochures at supermarkets; television, print, and radio promotions; dissemination of materials at WIC clinics, health provider sites, and health fairs; and collaboration with the Fresno Unified School District to serve 1% milk.

The post-campaign survey of milk sales at the four grocery stores showed a significant increase in 1% milk sales and a progression to 1% milk. There was a 7.8% decrease in whole milk sales, 11.5% increase in 2% milk sales, 43.8% increase in 1% milk sales, and a 31.7% increase in flavored 1% milk sales.

"An unexpected and puzzling finding was a 13.6% decrease in non-fat milk sales," Martinez said. "Non-fat milk was not explicitly addressed during the campaign. If questions about non-fat milk came up, it was promoted as an excellent choice."

Even with the changes, however, whole milk is still by far the most popular choice at these grocery stores. At the end of the campaign, more than 20,000 units of whole milk were sold in a month, almost 6,000 units of 2% milk, and nearly 1,500 units of 1% milk.

"We still have work to do, but we've found ways to get consumers to consider 1% milk and, in many cases, try serving the healthier, lower-fat product to their families," Martinez said.
The 1% milk campaign will expand into three new ZIP codes in Fresno beginning in spring 2002. In addition, a protocol will be developed and provided to groups that wish to present a 1% milk campaign in their own communities.

For more information, contact Patty Davidson, Project LEAN program manager, (559) 456-7142, pldavidson@ucdavis.edu, or Melissa Martinez at (559) 456-7192, mkguerra@ucdavis.edu.

(February 2002)

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