High-protein and occasion-targeting ‘driving growth’ in dairy, new report says

(Food Bev) – The launch of high-in-protein products and brands using daypart targeting – where they pitch products for consumption at particular times of the day – are becoming an increasingly significant part of the dairy sector, according to a new report by Canadean.

The report is aligned to the market insights provider’s TrendSights framework, which is working to identify more than 60 trends shaping consumer behaviour and product development in the FMCG sector. The findings were presented at the Dairy Innovation Summit in Amsterdam.

Canadean consumer insight analyst Tanvi Savara said: “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.”

Savara also predicted 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 base of consumers.

She explained: “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 ageing will be a key focus area for innovation looking ahead.”

Other key trends discussed at the 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.