One in three adults confused about health messages surrounding dairy products

Although 82% of respondents agree that dairy products are good for children, many are unsure where dairy 'fits' in their diet. Health perceptions of dairy vary widely, with 65% of respondents claiming dairy products are not bad for their health because they are 'natural'. Women are more likely than men to acknowledge the negative effects dairy can have on one's health. Some 37% of women in the UK try to restrict their dairy intake as it may affect their cholesterol levels, compared to 26% of men. In the same report, milk is considered nutritious by 65% of respondents and six out of 10 believe that it is both healthy and natural. Just 10% of people associate the word fattening with milk – this compares to 66% who see cream as contributing to weight gain and 59% who see it as indulgent. Cheese is more likely to connote words such as tasty (74%) or traditional (59%) and versatile (50%), rather than indulgent. Yoghurt is rarely viewed as unhealthy, with only 5% of people associating it with the word fattening and 71% seeing it as healthy. Commenting on the report, James McCoy, research director for YouGov SixthSense, said: "Cheese, milk and yoghurt have benefited from the lasting perception that they are 'traditional' and 'natural' and are subsequently less likely to be seen as fattening or bad for your health. Cream is predominantly seen as being a treat, synonymous with indulgence." McCoy continued: "Brands such as Cravendale are trying to exploit these trends by revamping their packaging to emphasise the 'purity' of their milk. This trend is unlikely to be diminished any time soon. More dairy companies are emphasizing the natural properties of their products with words like pro-biotic and pre-biotic adorning the front of packaging in dairy aisles everywhere."