The new consumer has made changes in his diet because he has become aware of the positive or negative impact it can have on his life, and this necessarily influences the decisions he makes in front of the shelf.
The COVID19 has been a milestone in raising awareness of the extent to which it is essential to keep the body healthy and well nourished in order to face any situation.
The reinforcement of this awareness brought with it the concern that the foods we choose should show and demonstrate their content and properties. More and more people are paying attention to the quality and source of the food, when in other times the main thing was that it tasted good and could be easily incorporated into our eating habits.
There is a return to basics, towards health, and FMCG Gurus with its study has shown that we tend to avoid overly glamorous products loaded with unknown ingredients, or complicated and difficult to read labels. Which makes it clear that ultra-processed products designed to look like what they are not, are not the trend they would have us believe.
Dairy products will have to show and demonstrate that they meet these expectations, and also defend themselves from the various slanders and insults, which shout louder, no doubt financed by the productions that pretend to replace them, promising a naturalness that is light years away… from nature.
In addition to health, we are concerned about environmental care and animal welfare. For example, this week we have seen in EDAIRYNEWS how Mastellone Hnos. in Argentina and TGT Group in Spain, obtained the seal that guarantees that the milk they process comes from farms that comply with the animal welfare requirements demanded by the certification.
Healthy is not tasteless
Taste is something that discerning consumers are not willing to compromise on, regardless of their concerns about health and sustainability credentials, and this is forcing brands to incorporate quality ingredients.
The industry must recognize and address this aspiration for healthy living, care for the environment and attention to animal welfare because we consumers are trying to achieve it; making it clear that they produce under these maxims and above all working to make these products accessible and also satisfy the sensory experience, aroma, texture and taste.
These preferences have even become demands. The inflationary process that almost the entire globe is going through has also made us more reluctant to overpay, and this has put lifelong brand loyalties in check.
In response, a huge range of “new dairy products” has emerged, which are neither milk, nor yogurt, nor cheese, nor butter, and you have to look very carefully because they are packaged as if they were. They look like them, but they are not. They don’t claim to be either, but they look the same. They are cheaper in price… and in nutrients.
Producing milk is becoming more and more expensive, and more and more complex. Pandemic, war, climatic conditions and environmental policies that are more damaging than all of the above. Milk can be the guilt-free food in these times, because it is healthy, because its production works more and more on caring for the environment and protecting animal welfare.
Also the sports nutrition of milk is playing a major role. Another thing that has reached everyone’s consciousness in these times is how good it is for us to exercise, not only for our physical condition, but also for our health. Dairy accompanies this new rictus, providing nutrition and hydration.
Consumers have become aware that it is through food that they can prevent countless health problems. They have understood that the dairy shelf is better than the pharmacy counter. This challenges the industry to generate fun and aspirational products that are positioned around an active and fun lifestyle.
Although the market volume of milk has declined over the past two decades, it remains the most popular type of dairy product.
For 40% of consumers, functionality is a key motivation for turning to dairy products, which are associated with nutritionally rich ingredients, they no longer want what they put in their mouths to be just tasty, they want it to do something for them, and the popularity of dairy shows that dairy products are valued as a vital player in a well-balanced, rich and healthy diet.
The study on consumer preferences in 2022, which I mentioned above also says that the most sought after nutritional tables are specifically those containing dairy: vitamins (64%), calcium (58%) and protein (58%). This shows how important it is for brands to provide clear information on what each product provides, and statements of its multifunctionalities.
