As more consumers opt for plant-based alternatives, the dairy category has been challenged to remain viable according to Innova Market Insights, which cited “The Plant Based Revolution” as one of its top trends for 2020.
 
While the challenges are clear, the dairy industry is responding with innovations focusing on other top consumers trends that Innova has highlighted.
 
For example, the market research firm described “The Right Bite” as the quest of busy consumers to maintain healthy lifestyles, both physically and mentally, raising the demand for nutritious foods that are easy to prepare, convenient, and portable. Indulgent treats also play a role in relaxation and enjoyment.
 
At the same time, “Macronutrient Makeover” highlights attention being paid to changing perceptions of macronutrient content and balance, not only in dairy, but in food and drinks as a whole.
 
Typically, one macronutrient at a time is the focus of consumer concern, with low-/no-sugar currently leading over low-fat and low-calorie as the claim most influencing purchasing decisions in a 2019 Innova Consumer Survey (U.K., the U.S., Spain, France, Brazil, Germany, Mexico, and China). As a result, the search for natural sugar-reducing solutions goes on in dairy, with the use of cultures and enzymes, which also have clean label benefits, being an area of particular interest.
 
Innova’s “Tapping into Texture” trend focuses on consumers’ increasing recognition of the influence of texture on dairy, allowing a heightened sensory experience and often a greater feeling of indulgence. According to Innova, an average 45% of U.S. and U.K. consumers are influenced by texture when buying food and drinks, while 68% share the opinion that textures contribute to a more interesting food and beverage experience.
 
Terms such as “thick and creamy,” “smooth,” “crispy,” and “crunchy” are increasingly in evidence in products as varied as milk drinks, yogurt, and cheese. Products such as milk and milk drinks, for example, are being given added indulgence through texture and mouthfeel claims, which were previously not in widespread use in the subcategory.
 
The “Hello Hybrids” trend recognizes the growing interest in products that combine two different features. Increasingly adventurous consumers tend to be highly receptive to hybrid concepts, with interest in blending ingredients, combining food types and mixing flavor profiles. According to Innova research, seven in 10 U.S. and one in two U.K. consumers like products that mix flavors, such as sweet and salty.
 
Hybrid concepts in dairy are taking a variety of formats, including category fusion, such as ice cream flavored yogurts; mixed taste profiles, such as drinks with sweet and savory flavor blends; and blended ingredients, such as dairy and non-dairy milk combinations, featuring options such as oat and almond.
 
These and Innova Market Insights’ other top trends will be highlighted and discussed by Lu Ann Williams in a Top Ten Trends 2020 Opportunities for Dairy webinar to be held on March 11 at 10 am EST, 4 pm CET.