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Research Outline
Prepared for Lyndsey W. | Delivered September 4, 2019
Canadian Athlete Perceptions of Milk
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Goals
To understand Canadian athlete and athletic household perceptions and consumption habits of (dairy) milk.
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Early Findings
Specific perceptions among Canadian athletes were difficult to find, however some inferences can be drawn from the
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Milk consumption
has not been following
population increases.
Yogurt consumption and variety of cheese consumption has
increased
.
Dairy consumption is
influenced
by perceived health effects, nutritional value, taste,
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aspects and practicality. Friends & family, health professionals and
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also affect consumption.
While there are articles either promoting or denouncing milk consumption for athletes, it is difficult to include them as true "perceptions" as most are sponsored (or influenced by) special interests like dairy farmers or vegan groups.
Some popular
athletes
have made the news by announcing they would never drink milk. Conversely, some athletes (or athlete teams) are paid to promote milk so again their public opinions are difficult to separate from paid
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.
One small
study
did show greater composite strength increases in adolescent athletes drinking chocolate milk versus a carbohydrate supplement.
In a
survey
on consumers' opinions of beverages, "Not far behind was new flavor, a coupon, environmentally friendly packaging and reported benefits for hydration or exercise recovery...
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protein, better nutrition, longer shelf life, curiosity, and addition of
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were noted as the main concepts that would increase their willingness or desire to try a new dairy based beverage."
Another
study
in North Carolina showed, "Conjoint importance scores of all fluid milk consumers showed that
m
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l
k
f
a
t
content was the most important attribute, followed by flavor, package size, and price."
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