High in protein and containing simple ingredients, dairy products are resonating with health-conscious customers.
The International Dairy-Deli-Bakery Association (IDDBA)’s recent “What’s In Store 2016” annual trend report show the dairy segment is well-positioned to capitalize on its “health halo” of products, as positive nutrition and wellness attributes are prioritized by today’s dairy department shoppers.
This is especially true of Millennials, who are looking for good breakfast sources and healthy eating occasions.
Other findings from the book’s Dairy chapter include:
- Age and income continue to be drivers of spending within the dairy department, with the highest spending or dollar buying rates occurring among female household heads between 35 and 44 years of age (with kids at home) and households with the greatest spending power (incomes of $100,000 or more).
- Dairy producers are telling their story and detailing the transparency of their operations by reaching out to consumers, especially Millennials, through online channels like social media and company websites.
- Consumers are seeking clean labels on dairy products that reveal simple ingredient lists, “free-from” ingredients, and sustainability actions.
- Protein continues to drive dairy product trends, as 62% of consumers consider protein content when making food choices and 78% believe protein contributes to a healthy diet.
IDDBA research revealed positive views of the current state of the dairy industry, as its products offer many of the attributes today’s shoppers seek.
“I believe that the dairy industry is sitting in a very nice place right now,” said Donna Berry, food scientist, editor and consultant, Daily Dose of Dairy. “Everything that dairy is about sits very nicely with today’s consumer. It’s local, it’s fresh, and it’s minimally-processed, for the most part. It’s very appealing to today’s clean-label shopping consumer, in all age groups.”
“The dairy department offers the type of products today’s shoppers seek—fresh, minimally-processed, and local—providing ideal opportunities to connect with both traditional dairy department shoppers and more wellness-minded consumers,” said Jeremy Johnson, education director, IDDBA. “Knowledge of eating and shopping trends can assist dairy departments and manufacturers in producing and offering products that resonate with customers.”