Based on life-stage research, securing a strong relationship with Gen Z is crucial for the future consumption of milk. Ensuring healthy future milk volumes among this cohort is vital, emphasizing the need for research to understand Gen Z views on dairy and plant-based alternatives for effective communication strategies.

Conducting 20 in-depth interviews and 8 triads online, this qualitative approach explores how Gen Z discusses dairy independently versus with peers. Respondents completed collages representing their thoughts on milk and plant-based alternatives, identifying food trends and sharing insights on where they seek food-related information. Conversations covered past and present experiences with dairy and alternatives, along with perceptions and those of their friends.