Key trends in dairy consumption

Top trends to watch in the dairy sector include daypart targeting, in which brands pitch products for consumption at particular times of the day, and high-protein products, according to Canadean.

Analysis of consumer research from over 50,000 consumers across 47 countries was presented at a Dairy Innovation Summit held in Amsterdam on 13–14 April 2016, where Canadean outlined top trends to watch in dairy and identified next areas for dairy innovation and growth.

Tanvi Savara, Consumer Insight Analyst at Canadean, said that 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.

Savara said that dairy brands are targeting new dayparts to boost consumer engagement and brand loyalty. The analyst also notes that high-protein products will have a significant impact on the dairy sector over the next few years, as the trend extends beyond its typical demographic consumer base of younger consumers to target the 55+ demographic with a healthy ageing proposition.

Other trends discussed at the event included: ‘snackifying dairy’, which covers new launches of products such as yoghurt drinks with added fibre, chia seeds and nuts and bite-sized cheeses; sensory pleasure, wherein manufacturers are breaking the mould by introducing spicy flavours to ice-creams and yoghurts; and alternative milks, including a new wave of innovation in milks derived from nuts, grains, rice and seeds.