According to CremonaFiere’s Observatory, 65% of milk consumers claim to care about animal welfare — but only 5% are willing to pay for it.
Milk has become a frequent target of debate, criticism, and — increasingly — misinformation. Between fake news, unfounded myths, and a lack of transparency in communication, Italian consumers end up knowing very little about the milk they drink every day. This is the key warning emerging from a survey conducted by the CremonaFiere Observatory as part of the International Livestock Exhibitions, involving over a thousand residents of the province of Cremona.
The research aimed to assess consumer awareness on key issues shaping the dairy sector today: animal welfare, environmental sustainability, technological innovation, nutrition, food safety, intolerances, and plant-based alternatives.
The findings reveal an alarming picture: much of what consumers think they know about milk and dairy products stems more from misinformation than from accurate or scientifically verified data. Strong opinions, weak knowledge — that’s the paradox at the heart of the results.
While 65% of respondents describe themselves as very sensitive to animal welfare, only 5% are willing to pay even a small premium (up to 5%) for certified animal-friendly products. The same contradiction emerges on the sustainability front: although most consider it important, 80% of respondents are unwilling to pay more to make supply chains more sustainable. Only 3% would accept a small price increase in support of the environment.
When it comes to innovation, confusion abounds. Technologies now commonplace on farms — such as smart collars, RFID chips, and GPS systems — are often seen merely as profit tools rather than as means to improve animal welfare or farm management. Some even believe that drones are used to deliver feed to livestock — a surreal idea that highlights how little the public knows about modern farming practices.
Plant-based milk alternatives are equally misunderstood: their nutritional, allergenic, and ethical characteristics remain unknown to most respondents, despite their rapid growth and central role in current food debates.
To make matters worse, a widespread mistrust persists toward farmers and processing companies, perceived as profit-driven rather than quality-focused. This misperception not only exposes a clear information gap but also points to a deep crisis of trust between consumers and the dairy supply chain.
CremonaFiere’s Observatory will continue to monitor these issues and will present the full results during the event “The Taste of Knowing”, scheduled for November 28 at the International Livestock Exhibitions in Cremona. The event will provide an opportunity to delve into the findings and spark a debate among key industry players on the need for better consumer education.
