Top 10 dairy trends 2021

15th March 2021

Liam McCabe, Sector Manager Dairy Specialist, Bord Bia

Last week, Innova presented their Top 10 Dairy Trends for 2021. The trends are presented from a consumer perspective, so include dairy alternatives as well as natural dairy products. Although it feels like the past 12 months has gone by in the blink of an eye, consumer trends have evolved and even accelerated due to the pandemic.

1. Transparency Triumphs

3 in 5 global consumers say they are interested in learning more about where their food comes from and how it is made (Innova consumer survey 2020). People care about product information, and are keen to hear the stories behind what they eat. Transparency has grown and laddered up over the past 16 years, and now consumers are no longer satisfied with ingredient lists, they want assurance that they food they buy was produced in a transparent manner. Story telling was the number 1 trend last year, and forms a big part of transparency also.

2. Plant Forward

Plant forward has been in the top 10 trends for 3 years running. There has been considerable innovation in this space, with a growing mainstream appeal noted in recent years. Plant forward is a global trend, with many regional differences and understanding these regional differences is key to success.

3. Tailored to fit

Personalised nutrition is in the spotlight as consumers look for food that fit their unique lifestyle. Products must satisfy their lifestyle and nutritional needs and fit with their beliefs.

4. Ominichannels

As foodservice and retail domains overlap, consumers can eat what they want, where and when they want it. Ominichannel eating allows consumers multiple means of buying a particular product.

5. In Tune with Immunity

Ongoing anxiety stemming from COVID-19 will continue to push consumers toward prioritising their immunity. 3 in 5 global consumers are now looking for food and beverage products that support immune health (Innova Consumer survey 2020).

6. Nutrition Hacking

Technology is addressing the demands for food & beverage with enhanced nutritional value, sustainability or ethical impact.

7. Mood: The Next Occasion

New product development is witnessing staggering growth and claims on pack that relate to specific mood platforms.

8. Product Mashups: When Trends Collide

Highbrid innovation is seeing sustained popularity as consumers favour food & beverage that broaden dimensions of indulgence.

9. Modern nostalgia

While global trends get a local makeover, regional stalwarts are brought into modern relevance.

10. Age of the influencer

In times when influencer endorsements are giving products a push, a slow shift to more reliable influencers is occurring. Expanding the diversity of influencers will drive trust and credibility.

 

Reference:

Innova Market Insights (2021) Top Ten Trends 2021 for Dairy