A branding change alone cannot reverse the milk sales slump. It requires a combination of efforts, including promoting milk's healthful qualities and creating even more innovative dairy products that meet consumers' changing needs.
Every day, our increasingly independent children and adolescents are faced with coolers full of beverage and energy drink options, and they must have innovative and attractive milk alternatives that make it easier to make the nutritionally smart choice.
We will see surging demand for milk as emerging middle-class families in China, India, Vietnam, Kenya and elsewhere have the ability to improve their family diets -- and the way these emerging middle-class families will consume milk is different.
No question, doctors and patients are now joining the vitamin D revolution in large numbers. More and more doctors are ordering tests to determine vitamin D blood levels and more patients are reading about the positive benefits of vitamin D in news reports.