Marketing Trends in Dairy

MUMBAI

FEBRUARY 2017

05/01/2023 2

Value-added innovation drives dairy category

Increasing NPD activity continues to drive growth for the dairy market.

Dairy new product launch activity was up 11% in North America in 2015.

Differentiation & value-added innovations

Source: Innova Market Insights, Mintel GNPD, DuPont marketing insights

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Premium indulgence trends on across the world

Source: Innova Market Insights, Mintel GNPD, DuPont marketing insights

05/01/2023 4

Higher share for plain yogurts in Asian NPD

It is also interesting that the share of yogurts described as natural, plain or original (i.e. unflavored) amounted to 16% of total NPD in Asia in 2015, which is higher than the global penetration rate of 13%. This is most likely to be related to health, with the healthiness of yogurt being a significant draw to consumers and the absence of flavor can enhance the naturally healthy image of a product.

World Asia0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

World vs Asia: Share of Natural/Plain/Original Yogurts Within Total NPD, 2015

% o

f lau

nche

s

Source: Innova Market Insights, Mintel GNPD, DuPont marketing insights

05/01/2023 5

Thicker Greek yogurts start to attract attention

As far as texture is concerned, Asia has been relatively behind when it comes to the adoption of thicker Greek yogurt concepts. Globally, Greek and Greek-style yogurts accounted for 20% of all yogurt NPD in 2015, while in Asia, their share of total activity was a lower 12%. However, this was up from just 2% in 2011 (when the global share was 7%), and there has been a clear upswing in Greek yogurt development within the past couple of years. Many of the Greek yogurts launched in Asia to date have been imported brands but there are signs that more local manufacturers are now also getting involved in this category.

2011 2012 2013 2014 20150

10

20

30

40

50

60

Asia: Number of Greek and Greek-Style Yogurt Launches, 2011-2015

# of

pro

duct

s

Source: Innova Market Insights, Mintel GNPD, DuPont marketing insights

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Many cultures for

digestive health

benefits

NEW CONSUMER SEGMENTS

Considerable presence of lactose free

launches

Low fat claims

increase in prevalence

HEALTH & WELLBEING TOP CONSUMER

PRIORITY

Health claims remain

predominant market drivers

New flavors. For

instance coffee

INNOVATIVE PRODUCT BENEFITS & FLAVORS

Quest for high protein

products

Trends in Fresh Fermented Dairy

Source: Innova Market Insights, Mintel GNPD, DuPont marketing insights

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Trends in other Dairy Segments

Neutral Beverage

Cheese

Ice Cream

Ghee

Dairy for Kids/Children

• Convenient breakfast launches• Indulgent protein innovation

• Added value with bits and pieces• Low fat claims• Smoky and Pepper flavours

• Traditional and local flavors• Low fat alternatives• Innovative flavors

• Traditional and organic

• Additives claims are far stronger• Pouched products diversify• Vegetables deliver extra health appeal for parents• New packages with licensed popular characters

Source: Innova Market Insights, Mintel GNPD, DuPont marketing insights

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