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Elderly Russians consume dairy out of habit and not for health reasons
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Monday, 28 July, 2014, 08 : 00 AM [IST]
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fiogf49gjkf0d Dairy products are a part of traditional food in Russia, and have deep roots in consumption patterns. “Products such as milk, kefir, sour cream and cottage cheese being a regular part of the diet,” stated a new report from Canadean.
While one of the main reasons driving the Russian dairy market is indulgence, dairy products can boast such age-aligned attributes as calcium for bone strength, protein for muscle mass and maintaining gut health, which match age-aligned needs, not just for youngsters, but older consumers as well.
Currently, the Russian dairy market offers many products targeted at younger generation. At the same time, there is lack of products specifically targeting those aged over 55, who consume dairy out of habit rather than health and age-aligned reasons.
Emphasis on healthy attributes of dairy
According to the International Osteoporosis Foundation, only half of those in Russia with the condition knew that dairy is the main source of calcium, while 36 per cent believe that dairy causes damage for older people.
As a result, manufacturers should consider using packaging, advertising and campaigns to educate consumers about the osteoporosis and dairy’s role in averting it.
According to Veronika Zhupanova, analyst at Canadean, “With careful marketing, manufacturers should encourage older consumers to increase the frequency of dairy consumption as a part of healthy and active life-style.”
Moreover, age-imposed needs motivate 15.6 per cent of the country’s total dairy consumption (the market is estimated to be worth $15.4 billion).
However, if the manufacturers can communicate the importance of dairy in old consumers’ diets, the influence could increase.
Importance of Vitamin D
However, consuming rich in calcium dairy may not be enough as calcium requires vitamin D to facilitate its absorption.
A significant proportion of Russia’s territory, especially in the north, has low insolation in winter, which puts its population at risk of lack of vitamin D.
To prevent this, manufacturers should launch dairy products rich both in calcium and vitamin D.
Russian manufacturer Valio launched the ProFeel range of yoghurt shakes, which contain vitamin D and less sugar, and are targeted at consumers who lead a healthy lifestyle.
According to Zhupanova, “Producers would benefit from launching seasonal editions, provided they educate consumers about the necessity of a diet change in winter.”
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