IDM ¦ FMCG Gurus Column
Natural claims
appeal
Sweeteners must be compromise-free in the dairy sector
In the wake of the pandemic, consumers are placing greater emphasis
on healthy eating and drinking as they look to maximize
their wellbeing. This is resulting in consumers being more attentive
to the ingredients used in product sectors such as dairy than
ever before, with a specific focus being on the use of natural
ingredients. Natural ingredients are associated with a variety of benefits
such as being healthier and better for the environment. However,
despite these positive connotations, the dairy industry should
apply caution when using natural sweeteners, especially as consumers
can be concerned about the taste of such products.
Over the last twelve months,
consumers have become more
conscious about their health
as they have questioned their
vulnerability to disease and illness,
something that has ultimately
shaped their eating and
drinking habits. For instance,
research conducted in 2021
shows that 76% of consumers
plan to eat and drink more
healthily. As a result of this,
there will be a greater focus on
ingredients used in products
than ever before, something that will significantly impact on the
dairy industry – especially given that consumers can given polarizing
opinions on the healthiness of the sector. Indeed, on one
hand consumers associate dairy with positive ingredients such as
calcium and protein. However, on the other hand, they can also
associate the sector with ingredients such as sugar and far. Over
the last twelve months, 63% of consumers say that they have
been more attentive to ingredient listings on products. A specific
focus on this is because consumers are seeking out products that
they deem to be real and authentic and contain ingredients that
are natural and nutritious.
Consumers attach a high level of importance towards natural
claims in dairy categories such as cheese (62%) and yogurt
(61%). This is because natural products are associated with a
variety of benefits such as being healthier and more sustainable
– two important topics within the dairy industry in a post-pandemic
environment. Additionally, consumers also want to see a
variety of free-from claims in products, such as non-GMO, additive
free, and minimally processed. As well as wanting to avoid
ingredients that are chemical, consumers are also making greater
efforts to avoid dietary evils. For instance, of those who said that
they were looking to eat and drink more healthily, 60% say that
they will look to reduce their sugar intake. This shows that the
war on sugar will intensify throughout 2021, especially as most
recognize the link with obesity
and diabetes.
However while consumers want
natural ingredients and want to
avoid sugar, the dairy industry
should be conscious about using
natural sweeteners unless they
can offer maximum assurance
that they are compromise-free.
This is because consumers are
not overly prone to seeking out
natural sweetener claims within
the dairy sector and this can be
linked to such ingredients being
associated with an unpleasant after-taste by some. Irrespective
of concerns over health and the environment, consumers are unwilling
to compromise on sensory appeal. This is especially true
in an era of uncertainty when consumers turn to products on a
regular basis for moments of escapism to deal with the pressure
of everyday life.
While dairy brands should look to capitalize on consumers
seeking out real and authentic products more frequently and being
prone to checking nutritional labeling, focus should be on
free-from claims and purity. In addition, if brands are to use alternative
sweeteners, it is crucial that they are not seen to compromise
on taste.
For more information contact info@fmcggurus.com
14 · July/August 2021 ¦ international-dairy.com
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