Daypart Targeting and Protein Power Headline Key Trends in Dairy

Wednesday 8 June 2016, Amsterdam

Daypart targeting, in which brands pitch products for consumption at particular times of the day, and high-protein products are two of the key trends currently making a major impact on the dairy sector.

The report is aligned to Canadean’s TrendSights framework that has been conceptualized to identify 63 trends shaping consumer behaviour and innovation landscape across Fast-Moving Consumer Goods (FMCG). Analysis in the report is based on Canadean’s in-house consumer research that includes responses from over 50,000 consumers across 47 countries globally.

These findings were part of the discussion at the Dairy Innovation Summit in Amsterdam on 13-14 April 2016, which 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.

Tanvi Savara, Consumer Insight Analyst, says 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 explains: “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.”

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.

Savara explains: “The protein trend is going mainstream, as major brands are launching products such as Fairlife and Mars High Protein. Furthermore, 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.”

Other key trends discussed at the Dairy Innovation Summit included: “snackifying dairy”, which covers new launches of products such as yogurt 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 yogurts; and alternative milks, including a new wave of innovation in milks derived from nuts, grains, rice and seeds.