Cremona, August 5 — Italian consumers know (very) little about the milk they drink. This is the alarming picture that emerges from a survey conducted by the CremonaFiere Observatory, established last year through the Scientific Committee of the International Livestock Exhibitions. The research, based on multiple-choice questionnaires completed by over a thousand residents of the province of Cremona, aimed to assess public awareness of key topics in the dairy sector — from animal welfare and environmental sustainability to technological innovation, nutrition, food safety, and plant-based alternatives.
The results are far from reassuring. Consumer knowledge often appears superficial or even misleading, more influenced by marketing strategies than by objective, reliable information. While 72% of respondents correctly identify freedom from hunger and thirst as a basic principle of animal welfare, and 90% understand that it involves respecting animals’ physical and psychological needs, only a small portion — just 5% — are willing to pay up to 5% more for certified animal-friendly products, despite 65% claiming to care deeply about animal welfare when shopping.
The gap is even wider regarding environmental sustainability: although many consider it important, 80% of respondents admit they are not willing to financially support companies’ efforts to operate more sustainably. Only 3% would accept a modest price increase for eco-friendly products.
Equally concerning are the results related to the use of technology in agriculture and livestock farming. Many consumers believe that tools such as smart collars, GPS systems, and RFID chips serve only to boost profits. Some even imagine drones being used to deliver feed to animals — an idea far removed from reality. Confusion also surrounds plant-based milk alternatives, whose nutritional, allergenic, and ethical characteristics remain largely unknown to the majority, highlighting a significant information gap in a fast-growing market segment.
The survey also reveals widespread mistrust toward farmers and dairy processors, often perceived as being more profit-driven than committed to product quality and safety. This perception underscores not only a lack of information but also a deeper crisis of trust between consumers and the dairy supply chain.
The CremonaFiere Observatory will continue to monitor these issues and will present the full findings 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 explore the results in depth and foster discussion among key industry players on the need for greater consumer education and transparency
