# Milk: A Nutritive and Healthy Food? Consumer Perspective from French and Portuguese Participants
## 4 Discussion
knowledge. According to FAO [53], the per capita consumption of milk in 2020 was 201 kg and 139 kg, respectively, for France and Portugal. The nutrient-rich composition of milk plays crucial roles in bone health, energy metabolism, muscle function, development, and maintenance of strong teeth, vitamin absorption, and overall well-being throughout the lifespan [56; 57]. Additionally, milk exerts beneficial effects on the linear growth and body mass index (BMI) of adolescents [56; 57]. Inadequate dairy intake has been cited as a primary reason for the high prevalence of insufficient calcium intake among populations [51]. In this study, participants express cognizance of the pivotal role played by calcium within milk, contributing indispensably towards meeting the body's calcium requirements. Similarly, calcium is perceived as an important milk nutrient by consumers in Denmark, the United Kingdom, and the United States [36]. In contrast, a questionnaire performed in west Sumatera revealed that the level of knowledge about the benefits of fresh cow milk is poor, but the knowledge is higher in aspects related to purchasing and usage. Moreover, fresh cow milk consumption depends on consumer product knowledge [58]. However, there exists a prevailing sentiment that the manifold attributes and advantages of this product inadequately align with contemporary lifestyles and expectations [59]. The influences of globalisation on eating habits have led to an increase in the variety of diets by including new foods, ingredients, and beverages that can contribute to a reduction in milk consumption. Individual preferences, dietary choices, cultural factors, and health considerations are other factors that contribute to changes in milk consumption patterns. In fact, the individual reasons for reducing milk consumption can be complex and multifaceted and can be influenced by lactose intolerance, allergies, perceptions of dietary preferences and choices of plant-based or vegan diets, perceptions about the healthiness of milk, availability and variety of non-dairy milk alternatives, environmental and ethical considerations, cultural habits, price, marketing, and misinformation, among others [54; 60; 61; 62; 63; 64; 65]. For instance, for the Russian population, the price and the information about milk coming from not enough reliable sources are the main significant factors in the decline in milk and dairy product demand and refusal [66]. Besides price, promotion is considered to be the most influential instrument in Kosovo consumers' decisions to buy dairy products, including milk [67]. In Europe and North America, the trend for demand for plant-based alternatives to traditional dairy products driven by concerns over animal welfare, environmental sustainability, and health shaping the global dairy industry has been associated with a discernible decline in the consumption of animal-derived milk products. However, it is crucial to emphasize that plant-based beverages, including almond, oat, rice, hazelnut, and coconut variants, often positioned in the market as healthy and sustainable substitutes for milk and dairy products, should not be considered as an alternative to milk. Rather, these beverages should be regarded as distinct products [68; 69; 70]. To enhance knowledge about milk, various programmes and initiatives can be implemented across different sectors, such as consumers, educators, healthcare professionals, and the dairy industry. The potential programmes can include educational campaigns, school nutrition programmes, healthcare professional training for the dairy industry, farm-to-table programmes, and consumer engagement programmes, among others [71]. Moreover, to encourage the adoption of liquid milk products characterized by enhanced nutritional profiles and environmental sustainability, information nudges--randomly dispensed messages featuring diverse content and details--can prove effective.