News Release

ECONOMIC DOWNTURN PITS SAVING MONEY AGAINST EATING HEALTHY

Midwest Dairy Council launches "Dairy Makes Sense" campaign to educate consumers about the cost-effective nutritional value of dairy foods

KANSAS CITY, MO. — May 13, 2009 — Consumers are shifting priorities when making grocery purchase decisions in the current economy, according to a new survey released by the Midwest Dairy Council. According to the April survey† of 1,002 people, more than half of consumers say price, not nutrition, is the most important factor when grocery shopping in this economic climate.

"This points to a need for more information about nutrient-rich foods, such as milk, cheese and yogurt, that deliver more bang for your buck than other options at the grocery store," says Stephanie Cundith, a registered dietitian with the Midwest Dairy Council. "Dollar for dollar, dairy is actually one of the most economical sources of nutrition."

New motivators in grocery shopping uncovered in this survey may point to a nutrition recession. Consumers say, by a margin of two to one, that shopping for discounted foods has increased in importance since the recession began. Some consumers are even choosing to reduce their purchases of basic, nutrient-rich foods, like dairy. More than one-third of respondents say they are buying less dairy products in general.

"Dairy makes sense when times are tough," says Cundith. "Milk, for example, packs nine essential nutrients at only 25 cents per glass. Consumers should purchase more nutrient-rich foods such as dairy, fruits, vegetables, whole grains and lean meats, and avoid empty-calorie foods that provide little or no nutrition at a high cost."

Eating nutrient-rich foods means getting the most vitamins, minerals and other nutrients per serving without empty calories. Cundith points out that as consumers cut costs, they should look for foods that provide value from both economic and nutritional perspectives, instead of just shopping for lower-priced or discounted foods. For example, yogurt and flavored milk are excellent nutrient-rich choices. One eight ounce serving of yogurt provides nearly a third of your daily calcium needs, while sodas offer plenty of calories through added sugars with little nutrient value except through fortification.

"Almost 40 percent of the survey respondents who reported purchasing fewer dairy products since the economic downturn said they believe they can get the necessary nutrition from other foods," says Cundith. "Yet, dairy provides four of the seven nutrients Americans are missing the most, including calcium, potassium, magnesium and vitamin A."

For more information, recipes and tips about banking on the basics by purchasing nutrient-rich foods to maintain a nutritious and well-balanced diet, log on to www.dairymakessense.com.

Dairy Cost Savings

Dairy Product	Bang for the Buck	Stretching Dairy Dollars
Milk	At about 25 cents per 8-ounce glass, it's one of the most economical sources of high-quality protein — important for muscle health — and calcium — important for the growth and development of bones and teeth.	Buy milk by the gallon and make it your family's mealtime beverage. Use milk instead of water when preparing eggs, oatmeal, soups, side dishes and baked goods.
Cheese	Contains 8 grams of protein per 1-ounce serving. And, hard cheese are naturally low in lactose.	Buy cheese in block form and shred it yourself to use in recipes. Or, cut it into individual portions for a fun snack.
Yogurt	Every 8-ounce serving delivers nearly a third of your daily calcium needs.	Buy low-fat, plain yogurt by the quart and flavor it with fresh fruit, granola or nuts. Use as an ingredient for healthier meals.

† Omnibus telephone survey conducted April 16-19, 2009, by Opinion Research Corporation's CARAVAN Omnibus Survey (ORC) to gather information about consumers' grocery purchasing behavior during the global economic recession. Included 1,002 adults, 18 years of age and older, throughout the continental United States.

ABOUT MIDWEST DAIRY COUNCIL

The Midwest Dairy Council is the nutrition education division of Midwest Dairy Association. The Council's mission is to promote a healthy diet through nutrition education and the use of dairy products to consumers, health professionals and teachers. Midwest Dairy Council is funded by check-off dollars from dairy farmers in a nine-state region that includes: Minnesota, South Dakota, North Dakota, Iowa, Illinois, Missouri, Kansas, Arkansas and eastern Oklahoma. For more information, visit www.midwestdairy.com or www.dairymakessense.com.