According to MilkPEP’s 2006-2007 School Milk Survey, milk consumption is up for the second consecutive year in schools nationwide. This is due in large part to an increase in new milk marketing programs promoting the nutritional benefits of milk to students and flavored milk offerings. An annual survey conducted by the Milk Processor Education Program (MilkPEP), creators of the National Milk Mustache “got milk” campaign, reveals that consumption levels are only at 62 percent of schools’ potential. There are additional opportunities to boost milk sales in both meal programs and a la carte by implementing MilkPEP programs designed specifically for schools.

School foodservice professionals recognize the importance of milk in a healthy diet and play a pivotal role in educating students through the use of marketing materials. On average, students consume 3.69 servings of milk per week at school. Fat-free and lowfat milk consumption comprises nearly 90 percent of milk consumption at both the Elementary and Secondary levels. Consistent with these results, 26 percent of flavored milk is fat-free and 61 percent is lowfat.

Schools participating in the survey report that two-thirds of all eight-ounce milk servings are chocolate milk, while white milk makes up one-quarter of school milk consumption. The availability and accessibility of flavored milk is important in encouraging students to choose milk over other less nutritious options. In 2006-2007, the average number of flavors offered in schools increased to 2.8 as more schools introduced new flavors such as vanilla, strawberry, orange cream and others into vending and the meal line. Nearly one-half of schools offer chocolate and strawberry flavors, with an additional 12 percent offering a fourth flavor for students.

The annual survey also reveals regional differences across the country in milk consumption among students. The highest consumption among students was reported in smaller school districts including those in Maine, Nebraska, Wisconsin, St. Louis and Idaho. Districts offering more flavors and those utilizing milk marketing materials such as MilkPEP’s Body By Milk posters are among the top performing areas.

Click here to view the entire School Milk Survey in PPT format.

The participating schools were divided into three groups, each of which received a combination of enhanced carton packaging with colorful, kid-friendly graphics, and new milk flavors including chocolate, strawberry and vanilla. An additional 120 schools were the control group and had no changes to their school milk offerings.

View executive summary
Download entire study report (Note: this may take several minutes.)

• The improved chocolate milk formulation has been strongly embraced.
• Vanilla milk has exceeded sales expectations.
• Marketing materials have been effective in promoting milk in the test schools.

• Schools involved in the pilot test made changes in how milk was stored and merchandised, including the installation of new coolers to keep milk at the proper temperature, and in some cases, vending machines.

• Schools offered three flavor varieties: white, chocolate and a third flavor, usually strawberry. The quality of the chocolate milk was comparable to what is found at retail.

• A variety of packaging, size and point-of-sale options were used, including:
  • 8-ounce plastic containers on the meal line
  • 10-ounce plastic containers on the meal line
  • 10-ounce plastic containers a la carte
  • 16-ounce plastic containers a la carte
  • 16-ounce plastic containers in vending machines

• Results: Serving a variety of flavored milk in fun, new packaging on the milk line, a la carte and in vending machines increased consumption more than 35%. Milk sales increased 18% with close to 5% more students coming through the lunch line.