Across the globe, dairy remains a staple part of many consumer diets despite recent levels of attention given to fat and sugar content. The popularity of such products shows that people believe dairy can play a vital role in part of an overall healthy diet. As consumers look to address their health and well-being more than ever before, what will this mean for the consumption of dairy, and what will motivate consumers to purchase.
Dairy is a key part of consumer diets all throughout the day, with many consumers turning to products in the morning, afternoon, and evening. FMCG Gurus consumer insights show that across product categories, consumers have increased their consumption of dairy products over the last two years. Yogurt-based products have had the most significant increase. This could be down consumers associating yogurt with being good for the gut as it is a product category associated with probiotics.
There has been a significant increase in the proportion of consumers who turn to plant-based products on at least a weekly basis, with the biggest jump being within the oat milk category. This aligns with the trend of the growing proportion of consumers who say that they are following a diet based on the avoidance or moderation of animal products, with most of these individuals identifying as flexitarian.
When seeking out dairy products, there are two key attributes that consumers are most likely to be attentive to. Firstly, the taste is the key attribute consumers seek out, this is highlighted as 73% of global consumers say that taste is important when choosing what fresh dairy products to purchase. Secondly, consumers want health-boosting claims from dairy products. Consumers will be unwilling to trade-off between taste and nutrition. Products that are seen to offer both without compromise will be associated with maximum value for money.
As consumers seek out health-boosting claims, they have become more attentive to ingredient listings. Consumers are questioning their vulnerability to disease and illness and what risk factors could impact their ability to stay fit and active until as late in life as possible. This can be linked to a surge in interest in vitamins C, D, and B vitamins in recent years due to the pandemic. FMCG Gurus research shows that ‘high in vitamins’ is the most appealing functional claim within the dairy industry, with 64% of global consumers stating this.
Sustainability is also a key area that consumers want to address. Not only do consumers want to make adjustments to their daily lives to combat this, but they are seeking our brands that match their outlook on life. FMCG Gurus insights show that 80% of global consumers favor locally made brands made with locally sourced ingredients. This can be down to consumers associating such food and drink as healthier, safer, more environmentally friendly, and tastier.
73% of global consumers also find sustainability pledges important when buying dairy products. This emphasizes how important it is that brands are seen to be acting in an ethical and environmentally friendly manner – especially as consumers feel that brands should be doing more to protect the planet, deeming corporate greed to be a key contributor to environmental damage. Consumers like to see a variety of claims when seeking out sustainability pledges, with 67% prioritizing a reduced carbon footprint. Often, consumers feel that it is not enough to simply reduce footprint, and instead, brands demonstrate that they are either carbon neutral or carbon negative.
This article is based on FMCG Gurus: Growth Opportunities in Dairy – 2022 – Global Report. For more information, please contact: info@fmcggurus.com
