Dairy remains one of the world’s most valuable food sectors with a healthy and nutritious image, and the potential for ongoing added value. It is also highly diverse, with its popularity varying widely in different parts of the world and consumers increasingly looking for authentic comfort and indulgence in this traditional category. Lu Ann Williams, Global Insights Director shares how major developments such as competition from plant-based alternatives and the Covid-19 crisis are driving innovation in the dairy sector.
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According to Innova Market Insights, a global market research firm headquartered in The Netherlands, there are ten trends followed by consumers:
- Shared planet
The health of the planet is now the main global issue for consumers. Trust and transparency are key tools to help them making responsible choices. - Plant-based: “the innovation canvas”
Nutrition and sustainability play a growing role in drinving consumption trend as brands refine the next generation of plant-based foods. - Tech to table
Technological advances have created actual innovation opportunities for the entire food and beverage industry. - Changing occasions
The pandemic reshaped traditional consumption moments and helped creating new ones. - Consumer voice
Consumers are calling the shots and expecting more engagement from brands. A company should listen to them more when developing products, flavors or strategies. - “Gut Glory”
The microbiome living in our gut or digestive system plays a significant role in digesting food. It has the potential to be a turning point in the way consumers manage their health.
- Back to the roots
People increasingly value the functionality, freshness and authenticity of local food. Key decision factors when they buy food/drinks are: flavor (43%), freshness (43%) and nutritional benefits (31%). - New food experiences
Accelerated by the pandemic, consumers are more attracted by new experiences in matter of taste. They globally say: “After Covid-19 I want to be more adventurous with my food and beverage choices”. - Upcycling redefined
Ingredients that were once considered waste are being given a new lease on life in the circular economy. Globally, 35% of consumers think that a product that contains uncycled ingredients is more appealing than others. - My food, my brand
Food choices are now signals of entire lifestyles as personal values more connected with purchasing decisions.
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