Liberation BC dairy campaign planning underway!

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Liberation BC dairy campaign planning underway!

The Dairy Project is a focused campaign run by Liberation BC that aims to change the public’s perception and consumption of dairy products. The project is currently in the research and planning stage.

Project members conducted the survey to identify effective strategies to focus the campaign on. Survey questions addressed the type and amount of dairy products the public consumes and the reasons the public had for choosing these products. The survey is available to view on Survey Monkey.milk

The project team conducted the survey between March and May 2014 around the Lower Mainland. Volunteers collected results at locations including downtown Vancouver, Metrotown, Granville and Broadway, Richmond Centre, Lougheed Centre, Commercial and Broadway, Oakridge, Surrey Central, and the New Westminster Skytrain Station. Volunteers asked the public to fill out the survey in person or handed them a small flyer with a link to the online version. As an incentive, respondents were entered into a draw to win $100.

Key survey findings

  • Out of 429 completed surveys, 196 respondents indicated their gender as male, 228 as female and six as other. The largest age group of respondents was 18-25 year olds, and then 41-65 year olds.
What is your age chart?

Figure 1 – What is your age?

 

  • Regardless of age, the largest number of respondents stated that they drank milk daily
Frequency of dairy consumption chart

Figure 2 – How often do you consume dairy?

 

  • Regardless of age, the largest number of respondents stated that they ate cheese two to four times per week
How often do you eat cheese chart

Figure 3 – How often do you eat cheese?

 

  • Daily dairy consumption is highest amongst respondents over the age of 65. The second highest daily dairy consumption rate was amongst respondents under 18. Consumption of dairy in coffee and tea was an exception. In coffee or tea, the older the respondent, the more likely they were to consume dairy in coffee or tea daily.
How often do you consume milk/cream chart

Figure 4 – How often do you consume milk/cream?

 

  • There was a fairly even split between respondents stating that they consumed milk and cream for nutrition, taste or habit, however the highest percentage of respondents indicated that they consume milk and cream for taste
Why do you consume milk/cream chart

Figure 5 – Why do you consume milk/cream?

 

  • Most respondents stated they consumed cheese for taste, rather than for nutrition or habit
Why do you consume cheese chart

Figure 6 – Why do you consume cheese?

 

  • Male respondents were more likely to consume dairy products on a daily basis (33.5% of men vs 23.5% of women). Cheese is an exception however; male and female respondents ate cheese in the same amounts.
How often do you consume cheese chart

Figure 7 – How often do you consume cheese?

 

  • Female respondents were more likely to consume dairy substitutes (19.74% of female respondents chose daily for consumption of dairy substitutes compared to14.29% of males). More women than men consume substitutes (35.09% of females and 45.92% of males said they never consumed dairy substitutes).
How often do you consume dairy substitutes chart

Figure 8 – How often do you consume dairy substitutes?

 

  • Most respondents who consumed dairy substitutes did so for health reasons
Why do you consume dairy substitutres chart?

Figure 9 – Why do you consume dairy substitutes?

 

  • In the comments section, five people identified ethics/veganism as a reason they didn’t drink milk. Many people mentioned lactose intolerance or milk allergies.

 


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