Five Trends Shaping Manufacturing In Dairy Food And Beverage

Monday, April 2nd, 2018 | 682 Views

A list of the top five global consumer food and beverage trends for manufacturers address to stay relevant has been released by NZMP, a dairy ingredients brand of Fonterra.

NZMP, the global dairy ingredients brand of Fonterra, has released a list of the top five global consumer food and beverage trends that it recommends manufacturers address to stay relevant.

There is plenty of unmet need and exciting potential that manufacturers could capture with the right products and stories, shared Gillian Munnik, marketing director, NZMP.

“At a macro level, we are continuing to see global shifts that shape the way we live as consumers and the way we do business as companies. Urbanisation, demographic changes, developments in technology—all constantly influence consumer behaviours, including the way food and beverage products are being consumed year on year,” explained Ms Munnik.

“Five trends stand out for their ability to shape future growth of the dairy industry,” said Ms Munnik.

  • Naturally Functional

More than two-thirds (69 percent) of consumers associate ‘natural’ products as being ‘healthy’.

“We will continue to see consumers preferring natural options to tap into the nutritional values of food. This comes to life either through consuming foods that are perceived to deliver therapeutic benefits, “food as medicine” or looking for the intrinsic health benefits associated with certain food ingredients,” described Roshena De Leon, global insights manager, NZMP.

This drive for naturally functional food is one of the factors behind the increasing popularity of high-protein foods. Research indicates that dairy protein stimulates muscle growth in excess of other common protein sources and in countries like China and Japan it is ranked number one in terms of importance for maintaining health and wellness versus other nutrients.

  • Personalisation & Fragmentation

James Dekker, programme manager, nutrition and health, NZMP, explained: “Increasingly consumers will choose a product based on the promise that it addresses their particular dietary requirements. This will cause further fragmentation of categories and markets, meaning companies will have to find the best way to efficiently and effectively cater to various consumer segments, or identify the ones that provide most value.”

“The next progression of this trend sees consumers making decisions based on their unique genetic profile, metabolism or disease risks. A small, but growing, group of consumers are increasingly open to a more science-based approach to personalisation. These are the consumers wanting to make changes in their diet based on their individual needs, be it through DNA testing, microbiome profiling or other tests,” continued Mr Dekker.

  • Full Disclosure

The three things most people globally associate with a clean label are: no pesticides, chemicals or toxins at 40 percent; natural, organic at 37 percent; and no GMOs at 31 percent.

“The trend of full disclosure means manufacturers need to extend transparency and traceability to products for all consumers, not just those shopping at the premium end of the market,” said Ms De Leon.

  • Snackification

Consumers are shifting towards more natural snacking options, with 37 percent favouring dairy.

“Hyper mobile lifestyles favour food that can be consumed in non-traditional environments and situations. Within dairy we anticipate a rise in ambient-stable products, protein-rich snacks and packaging that suits on-the-go snacking,” anticipated Ms De Leon.

  • New Sensations

More than half (60 percent) of consumers said they find trying new experiences most exciting compared to trying new products.

“The way we consume food has evolved significantly especially with the development of technology and social media. While taste remains at the forefront, being ‘instagram-able’ and share-worthy has become a big plus,” explained Ms De Leon. “The sound, feel and satisfaction texture provides can communicate freshness or add fun and excitement to the consumption of food and beverages.”