Top Trends in Dairy: Innova Market Insights highlights probiotics, adaptogens and “mood-boosting” formulas

16 Feb 2021 --- In spite of sustained interest in the plant-based playing field, the traditionally natural and nutritious connotations of dairy products still hold currency in today’s evolving market. This is evidenced by Innova Market Insights’ Top Trends in Dairy 2021 report.

The market researcher details that while concerns over environmental and ethical issues have weighed down milk producers in recent years, the mainstreaming of probiotics, adaptogenic herbal formulas and mood-boosting dairy NPD have kept the sector buoyant. 

“There is clearly ongoing potential for the dairy market,” says Lu Ann Williams, Director of Innovation at Innova Market Insights.

“It remains one of the world’s most valuable food sectors, with a healthy, nutritious and versatile image and the potential for ongoing added value,” she continues.

Achieving balance with complete solutions 
The influence of Innova’s sixth Top Ten Trend 2021 “Nutrition Hacking” holds influence within the top trends in dairy.  

Dairy NPD around mood is seeing rapid growth, with rising use of on-pack claims relating to specific mood platforms.Four out of five global consumers say that they believed in progress in food and beverages through science. This consumer group is focused on tapping into improving nutrition, leveraging technology and balancing diets.

Traditionally, popular claims included high protein for the protein-loving consumer, fiber-rich for digestive health, or sugar-reduced for weight and overall health, details Innova Market Insights.

However, this is now evolving toward more complete balanced solutions. Products such as dairy drinks offering “advanced” or “complete” nutrition are leveraging the best of both worlds for natural and technology-driven options.

Boosting mood health 
With concerns over mental health becoming more significant than ever, “Mood: The Next Occasion” is another Top Trend for 2021 tipped by Innova Market Insights as making a splash in dairy.

According to the World Health Organization (WHO), depression may be the leading illness globally by 2030 if no action is taken.

“Dairy NPD around mood is seeing rapid growth, with rising use of on-pack claims relating to specific mood platforms,” highlights the market researcher.

“Calming/relaxing and energy boosting are the most established platforms, while sleep promotion is still niche, but growing from a smaller base and showing potential for further innovation.”

In this space, Fonterra unveiled its NZMP Milk Phospholipids for stress-relieving snacks while Ingredia’s Lactium bioactive dairy protein rolled out with positive benefits for improving sleep. 

Meanwhile, FrieslandCampina Ingredients entered the mental health category with its Biotis GOS range containing galacto-oligosaccharides (GOS), a dairy prebiotic that stimulates the growth of gut bacteria, which may help consumers feel less stressed and anxious.

The use of adaptogenic herbal extracts for combating the mental and physical effects of stress is also trending in dairy, as the upward interest in holistic well-being offerings develops across the broader nutritional products sphere.  

COVID-19 pushes up appetite for immunity
Williams concedes that industry’s struggle with COVID-19 and a generally tougher consumer environment “may prove challenging” for dairy producers.  

Fonterra unveiled its NZMP Milk Phospholipids for stress-relieving snacks while Ingredia’s Lactium bioactive dairy protein rolled out with positive benefits for improving sleep.However, the sector has maintained its hold through the outcomes of Innova Market Insights’ fifth Top Ten Trend for 2021, “In Tune with Immune.” This trend outlines that ongoing anxiety stemming from COVID-19 continues to drive consumers to prioritize their immune health.  

Dairy products – such as yogurt and fermented drinks in particular – have long been associated with immune health, largely as a result of the development and mainstreaming of probiotics. 

Innova Market Insights’ 2020 Consumer Survey indicated that 54 percent of global consumers claimed to have spent time educating themselves on ingredients that could boost their immune health. 

“More recently interest has also risen in the immune benefits of antioxidants, and the greater use of fruit, herbal and spice extracts for flavor and function,” the market researcher notes.

On 10 March 2021 at 4 pm CET/ 10 am EST, Lu Ann Williams will present the Top Ten Trends  2021 for Dairy that will impact the industry over the coming year and beyond. 

You may register to attend this upcoming webinar here.   

Edited by Benjamin Ferrer