Canadean Identifies Five Key Trends in Dairy at Dairy Innovation Summit 2016
20 April 2016
By Tanvi Savara, Consumer Insight Analyst at Canadean
The Dairy Innovation Summit in Amsterdam on 13-14 April 2016 saw senior dairy experts explore key industry topics including ideas for new product development and new market opportunities. At the event, Canadean outlined top trends to watch in dairy and identified next areas for dairy innovation and growth.
Top consumer and innovation trends for dairy in 2016 include targeting niche consumer groups, creating new occasions for dairy consumption, and snacking on the go. These have been derived from Canadean’s TrendSights framework that has been conceptualized to identify 63 trends shaping consumer behaviour and innovation landscape across FMCG, which includes a recent report on Top Trends in Dairy.
1. Daypart Targeting: Dairy brands are redefining dairy consumption occasions by targeting new day parts to boost consumer engagement and brand loyalty. The trend is more mainstream in yogurt, but there are opportunities to expand usage occasions for milk and cheese by targeting late evenings and after-dinner.
2. Snackifying Dairy: Meeting demand for healthy, convenient snacks with new launches and product repositioning. Bite-sized cheeses along with “snackified” yogurt drinks and milk beverages are key developments in this space.
3. Sensory Pleasure: Manufacturers are offering a variety of novel flavors and indulgent textures to generate excitement around dairy and justify a premium positioning. Recent developments include yogurt and ice-cream brands breaking the mould by going spicy, as illustrated with Chobani Flip’s recent Chipotle Pineapple and Siracha Mango launches.
4. Protein Power: The protein trend goes mainstream as major brands launch products such as Fairlife and Mars High Protein. Not only are high protein claims appealing to younger consumers, but the 55+ demographic will also provide consumer opportunities to dairy brands in 2016 and beyond. Healthy aging will be a key focus area for innovation looking ahead.
5. Alternative Milks: Growing spotlight on the potential negative health implications of soy is creating a new wave of innovation in milks derived from nuts, grains, rice and seeds. Look out for new sources such as ancient grains, macadamia and even vegetables! Veggemo, a recent launch from Canada claims to be the first non-dairy beverage derived from veggies.
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Comments provided by Tanvi Savara, Consumer Insight Analyst at Canadean.
Information based on Canadean’s report: Top Trends in Dairy: Exploring the milk, yogurt, and cheese categories
All information correct at time of publication and based on Canadean's research methodology.