Earlier this year, Target Corp. released a TV commercial in which the father says that he’s going on a milk run and wants to know what everyone wants. One child says skim milk, one says chocolate milk and the third child says that she’s not doing dairy this week. The 15-second spot highlights the diversity of Target’s product assortment, but also helps encompass what today’s consumers also are seeing in their day-to-day lives.
John Crawford, vice president of client insights for dairy with Chicago-based Information Resources Inc. (IRI), explains that what’s driving these trends is the proliferation of consumers who are embracing a flexitarian lifestyle.