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, according to a Canadean report.
Consumer insight analyst Tanvi Savaraat 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.
“Dairy brands are redefining dairy consumption occasions by targeting new day parts to boost consumer engagement and brand loyalty,” she says.
“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.
“The protein trend is going mainstream, as major brands are launching products such as Fairlife and Mars High Protein,” says Savaraat.
“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.”
The report is aligned to Canadean’s TrendSights framework that has been conceptualized to identify 63 trends shaping consumer behavior and innovation landscape across fast-moving consumer goods.
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 April 13-14, 2016.
