While milk may have a good image, the survey illustrated that the majority of registered suppliers of school milk are struggling with the fact that their services are not being sufficiently compensated, despite EU subsidisation. As delivery quantities to schools continue to shrink, maximum product prices remain fixed. Many suppliers are finding that the costs incurred for delivery are no longer covered, with constantly increasing charges for energy, packaging and distribution contributing to the dilemma.

To prevent any further decline in the consumption of school milk, Germany's dairy industry advocates:

• Simplifying the settlement procedure for EU subsidisation
• Forgoing regulations on returnable packaging
• Optimising coordination between sales staff and the suppliers of school milk (delivery acceptance, availability of adequate refrigeration, etc.)
• Expanding the range of school milk products
• Encouraging commitment towards advancing the cause of school milk and dairy products at German schools
• Marketing measures and target-group-oriented advertising for school milk drinks
• More frequent running of campaign and project weeks on the topic of school milk in schools.