If you are considering starting a dairy business or already own one and are looking to expand your customer base, you will need to be very clear about who is likely to buy your products.
Understanding your ideal customer, what their needs are, where they buy, what they buy, and how much they are willing to pay will help you decide which dairy products to make, craft marketing strategies, and choose distribution channels to reach these customers and get them to buy your products.
In this article, we’ll review the target market for dairy products and understand what drives them to purchase a specific product or brand over another.
Who is the Target Market for Dairy Products?
Broadly speaking, the target market for dairy products consists of two types of customers: Consumers and Businesses.
Consumers typically buy dairy products like milk, cheese, and yogurt for household consumption, while businesses like restaurants, cafes, and food manufacturers purchase dairy products to use as ingredients in their dishes or products.
Let’s look closely at various segments of this market.
- Individuals and couples
- Families with children
- People who love specific dairy products
- Tourists on a gastronomy tour
- People with dietary restrictions (lactose intolerance, etc)
- People who are health conscious
- Businesses: Restaurants, Cafes, Bakeries, and Food Manufacturers
Let’s look closely at each of these segments of the target market for dairy products.
#1. Individuals and couples
Individuals and couples (in short, families without small children) are a target market for dairy products like milk, cheese, and yogurt. They buy these products either for immediate consumption or to store them for future use.
Families without small children are also the target market for ice cream and other dairy desserts. They usually purchase these treats when they want to satisfy a craving or celebrate a special occasion.
People in this target market segment are also more likely to buy organic or specialty dairy products like artisanal cheese. They tend to be willing to pay a higher price for these items because they perceive them to be of better quality.
#2. Families with children
Families with children have a need for dairy products like milk and yogurt, which are essential for a balanced diet. This makes them a key target market for dairy products.
They usually buy these products in larger quantities than individuals or couples because they have to feed a whole family. Plus parents usually have less time to make frequent trips to the grocery store.
Families are also very conscious of the nutritional impact of dairy products. They want to make sure their children are getting the right nutrients, so they often choose products that are low in fat or have added vitamins and minerals.
This target market segment is also more likely to purchase dairy products on sale or with coupons. They are always looking for ways to save money, especially when it comes to feeding their families.
#3. People who love specific dairy products
Many people have a strong preference for a particular dairy product. For example, some people only drink whole milk, while others only eat cheddar cheese. These people are willing to pay a premium for their favorite product because they know it is of high quality and they enjoy the taste.
People who love specific dairy products often seek out new and innovative products that are similar to their favorites. They are always looking for new ways to enjoy their favorite food.
This target market segment is also willing to try new dairy products if they think they will like them. They are curious and open-minded, which makes them the perfect target for new product launches.
#4. Tourists on a gastronomy tour
Many regions around the world are famous for their dairy products. For example, France is known for its cheese, while Italy is known for its gelato. Tourists who are interested in trying new foods often seek out these regions in order to sample the local cuisine.
Dairy products from these regions are often seen as being of higher quality than mass-produced products. This target market segment is willing to pay a premium for these products because they want to have the best possible experience.
This makes tourists on a gastronomy tour of a part of the world a target market for dairy products from that region.
#5. People with dietary restrictions (lactose intolerance, etc)
The dairy industry has come up with many new products in recent years that cater to people with dietary restrictions. For example, there are now lactose-free and vegan alternatives to milk, cheese, and yogurt.
People with dietary restrictions often have a hard time finding food that they can eat and dairy companies that can cater to their needs can find a very loyal customer base.
This segment of the target market for dairy products is often very brand-conscious and will only purchase products from companies that they trust.
#6. People who are health conscious
A growing trend in recent years has been people becoming more aware of the health impact of the food they eat. Dairy products have come under scrutiny in recent years because of their high-fat content (especially cheese).
However, many people conscious of eating healthy foods continue to consume dairy products because they believe in the nutritional benefits of these products. For example, yogurt is a great source of protein and calcium, while milk contains vitamins and minerals that are essential for the body.
People who are health conscious often look for dairy products that are low in fat or have added health benefits. They want to make sure they are getting the most nutrition possible from their food while minimizing the health risks.
These people will often buy dairy products that have been fortified with vitamins and minerals or that are low in fat.
#7. Businesses: Restaurants, Cafes, Bakeries, and Food Manufacturers
Businesses in the food industry are both producers and consumers of dairy products. They use dairy products as ingredients in their dishes or sell them directly to customers.
Restaurants, cafes, and bakeries often use dairy products in their dishes. For instance, most coffees sold in coffee shops will have milk in them. Many baked products like cakes, cookies, and cupcakes will have butter or cream in them.
Food manufacturers also use dairy products as ingredients in their products. For example, ice cream is made with milk and cream, while cheese is made with milk.
Conclusion
The target market for dairy products includes consumers and businesses.
Broadly speaking consumers can be segmented into individuals and couples in one group and families with children in another group. Consumers can also be segmented based on those who love specific dairy products, tourists on a gastronomy tour, people with dietary restrictions, and people who are conscious about their health.
Businesses are a large market for dairy products as they use dairy products as an ingredient for their own food products and also to serve directly to end customers. Businesses include Restaurants, Cafes, Bakeries, and Food Manufacturers
