Ad campaign milks dairy products for all they are worth

PUBLISHED : Friday, 14 March, 2003, 12:00am
UPDATED : Friday, 14 March, 2003, 12:00am

SCMP, March 11, 2003


By May Chan


Hong Kong people are drinking more milk amid an aggressive marketing campaign promoting it as a health drink.


But nutritionists fear the trend could lead to more obesity and diabetes.


A study by market research firm Taylor Nelson Sofres found nearly three out of four households bought fresh or long-life milk in the fourth quarter of last year, compared with 65 per cent in the same quarter in 2001.


There was also a jump in sales of other dairy products, with the percentage of households buying yoghurt rising from 15.4 to 19.5 per cent.


The research firm's spokeswoman, Helen Passingham-Hughes, said: 'The younger generation of Asians seems to recognise the health benefits of dairy products and are changing their eating habits. Asian mothers, in particular Chinese, appear to want these benefits.'


But dietician Ng Ty-son warned the switch carried risks. 'Milk is not the panacea to health problems, but it provides all the proteins we need,' he said.


'People who indulge in unhealthy diets always want to relieve their guilty conscience and now they are chasing after all kinds of milk, from low-fat to high-calcium, before or after they go for another feast of junk food.


'All milks are similar in nutrient value, despite all the different kinds of substances they add. The companies do it just to entertain consumers' frantic search for a health remedy.'


Georgia Sue Guldan, associate professor of the Food and Nutritional Science Programme of the Chinese University of Hong Kong, said people needed to be educated about the nutrient value of dairy products.


'Milk can bring better bones and teeth, but it only means higher cholesterol levels and a greater risk of diabetes if you have too much,' she said.


'The limit should be no more than two glasses of low-fat milk a day. You should avoid high-sugar dairy products like ice-creams and cakes, and full-cream milk.'


Mr Ng said the figures coincided with the increasing prevalence of diabetes in Hong Kong and China. According to the World Health Organisation, there are now 250 million diabetics worldwide. This number is expected to jump to 300 million by 2025 and most will be in Asia. The countries expected to top the list are India, China and the United States.


'Consumers should be wise in choosing dairy products and be disciplined in their diets, or dairy products will contribute nothing but extra pounds,' Mr Ng said.


Glossary


aggressive (adj) behaving in a forceful way in order to succeed Example: While many delegates to the National People's Congress run away from packs of aggressive journalists, the mainland's sixth-richest man Liu Yonghao stands his ground. (SCMP, March 11, 2003)


panacea (n) a remedy for all problems


indulge (v) to enjoy too much, to get deeply involved in something Example: 'I feel sorry for what happened, and I apologise for the wrongdoings of some of my compatriots who indulged in violence,' Cambodian opposition leader Sam Rainsy said. (SCMP, February 3, 2003)


frantic (adj) highly excited, wild with fear


prevalence (n) widespread in a particular area at a particular time Example: There has always been quite a high prevalence of hypertension in Hong Kong. (SCMP, March 10, 2003)


discipline (v) to train someone to obey a rule or a code of behaviour


Discussion points


- Do you read advertisements before you purchase something?


- In a newspaper advertisement of dairy products, what are the key words to describe the products' benefits? Do you get the full picture about dairy products?


- What does it take to be a smart consumer? Does advertising help you understand what a product is about?


E-mail: yp@scmp.com