This shift is creating new opportunities for product innovation and regional expansion.
For example, CMAB highlighted the launch of extended shelf-life milk, which can last around 180 days compared to the standard 10 to 15 days with refrigeration.
This allows US milk brands to expand into further regions such as the Asia Pacific, said Janet Arellano, marketing representative for USA in the CMAB.
The CMAB is a state agency under the California Department of Food and Agriculture and is responsible for promoting Real California Milk products made using milk from California dairy farms.
The agency observed that the demand for milk as a source of protein is increasing due to travel and social media, which have exposed Asian consumers to global food trends.
Protein and flavoured cheeses
“We’re seeing increased interest in high-protein products – something we’ve already noticed in the US, and it’s catching on elsewhere too,” said Arellano.
Consumers are also getting adventurous, as flavoured cheeses are now trending across Asia.
Flavoured cheeses originating from the US – such as cheddar and pepper jack – are seeing rising interest. Arellano attributes this to the globalisation of food culture.
Social media plays a big role, as people have access to vast amounts of information and food inspiration online.
Travel is another factor. When people visit new places, they try new foods, and that opens them up to products like flavoured cheeses – sophisticated flavours like wine, truffle, and herb-infused cheeses are also gaining traction.
Smoked cheeses are especially popular for their versatility, as they can be used in pastas and sandwiches, or even as a snack with crackers and salami.
Despite the increasing interest in cheeses, Arellano pointed out the need for smaller packaging formats. She added that 150g packs are popular due to their flexibility for both cooking and snacking.
Smaller packaging will also to cater to Asian consumption habits, which does not include as much dairy compared to the US.
Consumer habits and education
Larger milk packs in the US – a half-or full-gallon container of milk, which is around 1.8 to 3.8 litres – offer better value for money and suit higher consumption rates in the US.
But in Asia, where milk intake is lower, one-litre packs of milk are more suitable, said Arellano.
Demand for dairy products is seeing better potential today with consumers’ increasing focus on protein intake.
Furthermore, there has always been an interest in cheese among Asian consumers – who have been exposed to classic favourites such as mozzarella and cheddar through pizzas and burgers for years.
Although local dairy consumption habits in the Asian region can pose a barrier, Arellano views this more as an opportunity to build awareness rather than a challenge.
“Dairy isn’t traditionally a part of many local diets here, so we focus on education by showing people how to incorporate these products into their meals. Education is key – if people don’t know how to use a product, they’re less likely to sell or recommend it,” said Arellano.