A recent study by the Associação Brasileira dos Produtores de Leite, Leite Brasil, has found that the per capita consumption of milk in Brazil is lower than previously estimated, at 128 liters per year instead of 150 liters. This is due to a decrease in liquid milk consumption, which has been replaced by soft drinks and other ultra-processed beverages. The price of milk and its derivatives has also increased due to factors such as fuel prices and grain shortages, with long-life milk and powdered milk seeing the biggest increases. The majority of milk in Brazil is imported, with small and medium farmers contributing to the country's production, which is below the average for developed countries. The director of Efficienza explains that consumer understanding of these market dynamics is crucial to comprehend the impact on product prices.