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GlobalData on Key Innovation Trends in Dairy: Part 4 – Tailored to You

GlobalData on Key Innovation Trends in Dairy: Part 4 – Tailored to You

25 October 2019

Mairéad Mc Keown – Library Manager & Information Specialist, Bord Bia - The Irish Food Board

This FoodAlert, which is the last in a four part series, will look at how Tailored to You is manifesting as a key innovation trend in dairy. It will then conclude with GlobalData’s 3 innovation platforms for success and set out important questions for Irish suppliers who wish to create products that align to this trend.

Innovating with products which help consumers manage their health & wellbeing and increasingly fuller lives will help Irish dairy suppliers tailor their products to the real needs of today’s consumers.

Perfect partners – personalisation & health:

On a global scale, fulfilling dietary requirements makes 6 in 10 consumers feel tailored to (Global Data, 2017) ¹. It has also been reported that health and wellness is a key driver in consumers product choices (GlobalData, 2017)² Ultimately, the importance of health cannot be under estimated, but as the health and wellness trend evolves brands that cater to consumers who are practicing avoidance (e.g. “lactose-free”, “dairy-free”..) and seeking naturally occurring or added nutrients will be generally well received by consumers. Research indicates that probiotics, protein and omega-3 are enjoying a healthy halo with consumers and this creates opportunities to formulate with these nutrients/ingredients and/or highlight where they naturally occur:

Probiotics: 5 in 10 of the global population believe that probiotics have a positive impact on the body (GlobalData, 2017)³

Protein: A quarter of global consumers say hi-protein is synonymous with “healthy” and this increases to 3 in 10 for people who exercise a few times a week or daily (GlobalData, 2017)⁴

Omega- 3: 7 in 10 global consumers perceive fatty acids, like omega-3 as having a positive impact on health (GlobalData, 2017)⁵

One size does not fit all:

4 in 10 consumers who like to snack on dairy products agree that the right pack size makes them feel like a product is tailored to their needs (GlobalData, 2017)⁶. Research also indicates that over 1 in 10 global consumers consumer dairy while travelling/commuting (GlobalData, 2018)⁷. Consumption within our busy lives is evolving fast and the trend towards fluid eating & drinking is accelerating. This creates opportunities for suppliers to innovate with pack sizes which are tailored to evolving and fuller lifestyles and subsequently nudge consumers towards more responsible living.

Be Inspired by those that Tailor to You: (GlobalData, 2019)⁸

Brainiac Kids Yogurt Tubes, US

Each kids wholemilk yogurt tube is marketed as containing the BrainPack, to ensure kids are getting the Omega-3 DHA, Omega-3ALA and choline they need for healthy brain development. Made with 40% less sugar than leading kids’ yogurt tubes, 3g of protein & probiotics these products are tailored to parents who wish to manage the health and wellbeing of their children. The packaging format also caters to those wanting to manage their time and live more responsibly.

MeinQ Fitness quark, Germany

With "high-protein" and "low-fat" claims, this quark product is advertised as the ideal dairy product for active consumers who want to manage their fuller lives and health and wellbeing.

3 Innovation Platforms for Tailored to You:

Marketing, Formulation & Packaging (GlobalData, 2019)⁹

The most relevant categories for this trend are milk drinks & yoghurt

Marketing:

Highlight time-saving aspects and tailored nutritional benefits for relevant products.

Key questions for Irish suppliers:

Are you dialing up messaging around convenience, age & lifestyle?

Are you advertising the nutritional benefits of your products in a clear and simple way that resonates with your target audience?

Tomorrow’s consumers will seek more information and guidance for personalising their protein intake according to age & lifestyle (Bord Bia, 2018)¹⁰

Formulation:

"Protein-packed," "lactose-free," "dairy-free," "gluten-free," and "added omega-3" are some claims that would make consumers feel tailored to.

Key questions for Irish suppliers:

Does your innovation pipeline cater to the dietary needs of consumers who are looking to avoid certain ingredients and absorb nutrients/ingredients that will help them better manage their health & wellbeing?

Would your product formulation help consumers feel tailored to?

Packaging:

Ensure that products come in a range of sizes, and that they are light and easy to carry, open, and reseal on the go.

Key questions for Irish suppliers:

Is your packaging designed with one size fits one in mind?

Does your packaging design appeal to your target audience, active, children etc?

Does your packaging format help consumers live more responsibly? For example, portions that help manage food waste..

Irish dairy suppliers who ride the wave of Tailored to You will innovate with products which meet the consumer need to “eat, drink & live to optimise my body’s systems” (Bord Bia, 2018)¹¹ AND “use my time to be as productive and sociable as possible” (Bord Bia, 2018)¹².As previously stated in part one of this series, those that can also help consumers live more responsibly, will be playing in the sweet spot where winners will thrive - healthy for the me and healthy for the world (Mc Keown, 2019) ¹³.