Dairy Products Market Essay

2.2 Dairy Products Market
Between year 1990-2005, consumption of fresh whole milk increased by 33% from 32.9 kg per capita to 43.5 kg per capita (Boniface & Umberger, 2012). The increasing awareness of consumers on the nutritional benefits of dairy products combined with growing preferences towards dairy products has contributed to the growth in demand for dairy products in Malaysia. Nowadays, Malaysian consumers demand on healthy food rise dramatically due to promotion and healthy lifestyle. Malaysia's dairy market is projected to grow speedily, and by 2014 dairy product consumption is expected to increase by more than 30% (Dong, 2006).
To enhance food security, government formulate 3rd Agricultural Policy (NAP3) for the 1998-2010 period. The objective of NAP3 is to develop the dairy sector to increase SSL in milk were left upon agencies within the Ministry of Agriculture (Sim & Suntharalingam, 2015).
The National Agro-Food Policy 2011-2020 (DAN) followed after the NAP3 period ended and the focus was repeated to guarantee sustainable production for food security and safety. Under DAN, attempts to reduce dependence on imported dairy products continued and marketing of dairy products will be strengthened through the establishment of distribution centres along with the use of communication technologies to access market information. (Sim & Suntharalingam, 2015). Technology including internet, modern transportation, media and sophisticated communication devices create "new consumers" who demand high quality, healthy and differentiated food produce at reasonable prices (Arshad, Mohamed & Latiff, 2006).
2.2 Oganizations Role on Promoting and Educating on Dairy Consumption
Government organisation and private organisation plays important role to promote and educate students from schools by teach them that dairy products is a nutritious beverages for healthy lifestyle. The organisation encourage schools or universities operators to sell dairy products and provides milk-vending machines in universities. (Malayian Dietary Guidelines for Children and Adolescents, 2013) Promoting milk as "World School Milk Day Celebrated in Unity" was held by Dutch Lady Malaysia supports Ministry of Education's on September 2014 in Kota Bahru, was initiative efforts in growing a healthy generation for the future. The historic event was recorded in the Malaysia Book of Records, in having the Most Number of School Children in Malaysia Drinking Milk Together on World School Milk Day 2014. Government Malaysia provides 1Malaysia Milk Programme (Program Susu 1Malaysia, PS1M) which supply by Dutch Lady Milk Industries to schools to educate school children on the benefit of drinking milk and how to consume it the hygienic and safe way.
Nutrition is an important influencing factor to the continuous growth and development throughout a child's growing-up period. One of the key findings in the Southeast Asian Nutrition Surveys or SEANUTS was nearly 50% of Malaysian children studied do not achieve the Malaysian Recommended Nutrition Intake (RNI) of calcium and Vitamin D, which are rich in milk and the prevalence was higher among school age children from seven to 12 years. This was possibly due to reduction in milk consumption as the dominance of milk in their dietary intake diminished with age. (Shamsidar, 2014)