With increasing influences on the category – environmental and lifestyle factors, to name just a few – the traditional definition of the milk suitcase appears to be changing.
While the impact of health on consumer spending, the increase in product lines and the exposure of shelves in the dairy-free area is in the foreground, dairy-free alternatives seem to remain here.
Mike Herriott, category and marketing at Primo Foods, explains that, according to “Buyer behavior trends,” “Consumers visit the milk case more often, spend more dollars per trip, but buy less.”
"Consumers are looking for convenience and on-the-go solutions, as well as a premium product – smaller, more convenient and premium products are leading the way for growth."
High-quality and high-quality ingredients are also important drivers for product development at Ashgrove Cheese, who have also started to indicate the protein content on their labels in order to meet the protein trends in the health and wellness category.
"Protein per serving … is something we've already announced – labels on the front of our packaging," said Anne Bennett, marketing and communications manager at Ashgrove Cheese. She adds that sugar and calcium top off Ashgrove Cheese's three most important nutritional information.
Nicole Ohm, Group Marketing Manager at Brownes Dairy, agrees that one of the biggest trends affecting product development is "by far health". "The focus is on more natural products … products with functional advantages such as probiotics … general health … and people also choose to use certain products for their health – for example a trend towards lactose and gluten free. "
The milk-free alternative
Another health trend that is driving change in milk production is the “milk-free alternative”.
Virginia Pullman, Marketing Manager Australia at Califia Farms, thought about the changing case of dairy products: “The case of dairy products looks different today than it did years ago, as new dairy-free milk, cheese and yogurt continue to come to market Demand from satisfied customers who are moving away from the dairy. "
“People's attitudes are changing as animal products become less sustainable and have a greater impact on the environment.
“Climate change and environmental impacts are a big problem for Califia Farms. This is one of the reasons why we produce plant milk at all. ”
John Rishworth, CEO of Nuttelex Foods, added to the discussion: "The term" dairy "now represents a wide range of milk alternatives, mainly in the form of herbal substitutes and mixed options."
"In the area of spreads, we have seen a segmentation driven by several factors, including consumer resistance to price … awareness of what is good for you / the good for the environment and growing concern for animal welfare. "
Mr. Rishworth added that "the trend towards herbal alternatives is gaining momentum as these products receive much more attention".
Plant-based, according to Rishworth, is "where the future is going".
"(This is demonstrated by the sheer number of new crop product offerings from major players worldwide from Europe to the United States," he said.
To read the full article as it appeared in the Retail World magazine, visit: Beyond the Milk Mustache.