Inclusive Milk

CONCEPT

Milk is a universal drink that is consumed all around the world and forms part of all cultures in some way. Paradoxically, commercial narratives around milk since WWI have focused on a very homogenous idea of the nation that is rooted in the countryside. This is no longer an accurate way to represent a nation. As the universal staple that it is, milk should celebrate all the cultures and people that make up modern Sweden.

  • Consumption of milk in Sweden has been steadily decreasing. As of 2020, the per capita annual consumption of milk in Sweden was 91 liters compared to approximately 125 liters in 2010 (Statista 2020).

    As milk sales drop, sales of milk alternatives like rice and oat milk have been steadily rising as these options become more popular amongst consumers seeking to make more sustainable choices.

  • How can Arla increase the sales of milk in Sweden amongst rising sustainability concerns about the dairy industry?

  • The number of people in Sweden who are either foreign born or have a foreign background has been steadily rising in the past few decades and now makes up approximately 26.3% of the total population (SCB 2021).

    Despite the growth, potential and market size represented by greater diversity, marketers in Sweden have generally ignored people with a foreign background in their messaging and thereby contributed to greater marginalization in Swedish society.

  • Increase sales by making Arla a more inclusive and welcoming brand that embraces diversity and breaks from the homogeneity in Swedish marketing by addressing and celebrating with people with foreign backgrounds.

    How? Limited edition packaging that celebrates a diverse set of holidays.

 

Ramadan and Eid

The Muslim population of Sweden is approximately 810,000 people, or 8.1% of the total population (PEW Research Center 2017).

What this means:

Cost of milk = 11.75 sek/lit

Annual consumption per person = 91 lit

11.75 x 91 = 1,069 sek revenue per person

1,069 x 810,000 = 866 million sek potential revenue

 

Chinese New Year

There are approximately 37,172 citizens of Chinese origin living in Sweden (Statista 2021).

What this means:

Cost of milk = 11.75 sek/lit

Annual consumption per person = 91 lit

11.75 x 91 = 1,069 sek revenue per person

1,069 x 37,172 = 39 million sek potential revenue

 

Diwali

There are 29,673 people of Indian origin residing in Sweden (SCB 2018). Furthermore, after Swedes returning to Sweden, the majority of immigrants moving to Sweden in 2021 were from India (Statista 2021).

What this means:

Cost of milk = 11.75 sek/lit

Annual consumption per person = 91 lit

11.75 x 91 = 1,069 sek revenue per person

1,069 x 30,000 = 32 million sek potential revenue