Home >Documents >SIX HOT TRENDS TO WATCH FOR LACTOSE-FREE · PDF file global trends in food and drink and...

SIX HOT TRENDS TO WATCH FOR LACTOSE-FREE · PDF file global trends in food and drink and...

Date post:27-Jul-2020
Category:
View:0 times
Download:0 times
Share this document with a friend
Transcript:
  • SIX HOT TRENDS TO WATCH FOR LACTOSE-FREE DAIRY

    Lactose-free dairy with added health benefits such as fiber is the option of the future

    1. Lactose- free + health

    + PROTEIN

    + FIBER

    + VIT. D

    A universal symbol for use on packaging to reassure product is lactose-free

    6. A lactose- free seal of approval MILK

    Healthcare professionals to play a greater role in awareness of lactose-free dairy

    3. Healthy partnerships to drive awareness

    Lactose-free dairy extends to all dairy products

    2. Product diversity to fuel innovation

    Harnessing the power of social media and health apps will raise awareness

    5. Social media and mobile apps–making connections

    Lactose-free dairy options for cafés, restaurants and fast food outlets will take center stage

    4. ‘Free from’ on the move

    CANTEEN SCHOOL

    Global Insights Report

    Co�ee Shop

    OPEN

    Co�ee

    HOT DOGSHOT DOGS

    OPEN

    RESTAURANTRESTAURANT

    OPEN

    BURGERSBURGERS

    OPEN

  • LACTOSE-FREE + HEALTH

    Consumers around the world are demanding healthy options. For many, this goes beyond wanting lower sugar, lower fat options, and sees them seeking out foods and drinks that offer added health benefits: more protein, more vitamins or more superfood ingredients. Lactose-free dairy is already a healthy choice for what it doesn’t contain. In the future, adding health-enhancing ingredients to lactose-free products will create lactose-free+ options desirable to health-conscious consumers for what they do contain.

    DSM’s research into lactose-free dairy preferences in China, Colombia and Finland revealed that 56% of Chinese consumers were willing to pay 10-50% extra for lactose-free dairy, compared with 36% in Colombia and 10% in Finland.

    Research carried out in Nielsen in 2015 suggested that most people are willing to pay more for food with health attributes: 94% of those surveyed in Latin America, 93% in Asia Pacific, 80% in North America and 79% in Europe would pay more.i When it comes to ingredients added to foods to increase health benefits, fiber, protein and wholegrains are the additions people were most willing to pay for.

    The benefits of fiber are widely known and adding fiber to lactose-free dairy could represent a rich area of opportunity by appealing to those seeking to include more fiber into their diets. In 2014 a study from the USDA’s Economic Research Service showed that American adults are eating more fiber as they improve the quality of their diets.ii

    1

    + PROTEIN

    + FIBER

    + VIT. D

  • PRODUCT DIVERSITY

    TO FUEL INNOVATION

    In Finland, constant innovation has fuelled demand for lactose-free options which is not limited to milk, but also includes yogurt, cheese, butter, spreads, cream and chocolate. One of the hottest areas for innovation across food and beverages today is ‘snackability’ and it won’t be long until lactose-free joins the snacking revolution. Whether it’s yogurt on the go or cheese nibbles for afternoon snacks, our busy lives, changing diets and the trend for more meals eaten outside the home mean snackable foods are in high demand. Innovations that make a variety of lactose-free foods snack-ready – through portion size, packaging, and tailoring the format for eating on the move – will win market share.

    DSM research into consumers’ perceptions of yogurt in six countries around the world revealed that yogurt was a go-to snack food for many. Women were more likely than men to snack on yogurt: 67% of women compared to 57% of men. There are opportunities for lactose-free dairy manufacturers to harness this snacking trend, not just through snack-friendly portion sizes and packaging for yogurt, but by exploring the snacking potential of other dairy foods including cheese and flavored milk. Recent research from the Hartman Group found that, in the US, snacking represents 50% of all food and beverage occasions.iii

    2

  • HEALTHY PARTNERSHIPS

    TO DRIVE AWARENESS

    In Colombia, where DSM’s Global Insight Series revealed that health is a key driver for people to choose lactose-free dairy, medical professionals – doctors, nurses and nutritionists – were more likely to play a role in triggering use of lactose-free dairy than in either China or Finland. And in Colombia many of the dairy producers have campaigned hand-in-hand with medical advisors to recommend lactose-free milk. This has helped to educate the consumers to choose healthier products. In the future we predict healthcare professionals could play a greater role in making people aware of lactose intolerance and the potential benefits of choosing lactose-free dairy options.

    In DSM’s survey, 42% of Colombian lactose-free dairy consumers said they had turned to lactose-free options after speaking to a healthcare professional.

    In the US, grocery stores are deploying Registered Dietitians to help customers make healthy choices. Around 11,000 grocery stores are already covered by a dietitian to offer on-the-spot advice.iv

    3

  • ‘FREE FROM’ ON THE MOVE

    With the rise of coffee shops around the world, more people than ever are picking up a coffee latte on the move or taking time out of their day to enjoy a cappuccino. In Finland, a lactose-free ‘Barista’ milk designed especially for use in coffee is already available. We predict that lactose-free dairy options for use in cafés, restaurants, fast food outlets and canteens will take center stage in the future, ensuring that lactose-avoiding consumers can enjoy food and drink outside the home.

    As consumers’ desire for healthy options and information about the ingredients that go into foods and drinks has grown, even fast food restaurants are providing nutritional information on their menus. We expect to see ‘lactose-free’ labels appearing more and more across cafés, restaurants and school and office canteens. The desire for more lactose-free dairy products was also confirmed by our research as 89% of the Chinese and 82% of the Colombians surveyed are looking for more lactose-free options in cafés and restaurants.

    With coffee consumption expected to rise in the next five yearsv – particularly in China, where Starbucks alone plans to increase its store count by 1,400 by the end of 2019vi – we expect demand to rise for lactose-free milk for people grabbing a hot drink on the move.

    4

    CANTEEN SCHOOL

    Global Insights Report

    Co�ee Shop

    OPEN

    Co�ee

    HOT DOGSHOT DOGS

    OPEN

    RESTAURANTRESTAURANT

    OPEN

    BURGERSBURGERS

    OPEN

  • SOCIAL MEDIA AND MOBILE APPS –

    MAKING CONNECTIONS

    When it comes to food and healthy eating, social media and mobile apps are rich sources of information and advice. From instagramming healthy breakfasts to posting recipes to blogs and tweeting about a newly discovered gluten-free bakery, people love to share their food and diet experiences and connect with others who have similar interests and concerns. Harnessing the power of social media and the huge popularity of mobile health apps will help manufacturers to raise awareness of lactose intolerance and the need for lactose-free dairy. Let’s get #lactosefree trending!

    51% of the Chinese respondents in our research became aware of lactose-free dairy via social media or online food blogs.

    A 2015 report from PricewaterhouseCoopers (PwC) revealed that 32% of US consumers had downloaded at least one health or fitness app, double the percentage who had done so just two years earlier.vii This reflects just how much the mobile industry is focused on our well-being — and how much we’re buying into it.

    5

  • A LACTOSE-FREE SEAL OF APPROVAL

    Packaging can play a huge role in consumers’ purchasing decisions and we predict that lactose-free dairy packaging will evolve to be both more eye-catching and more informative. At the moment there is no universal symbol for use on packaging to reassure consumers that a product is lactose-free, but this could be set to change. The Lactose Intolerance Global Network is advocating for the introduction of a NO LACTOSE stamp which manufacturers can use to highlight their lactose-free foods and drinks.viii

    Expert opinion leaders in China state that consumer education is of utmost importance to grow the market and a lactose-free logo would help.

    The International Fairtrade symbol is today used in 50 countries and is instantly recognizable by consumers keen to know that the products they are buying have been produced to comply with international standards for fair trade. Could a seal of approval for lactose-free products become as widespread?

    6

    MILK

  • i Nielsen 2015. We Are What We Eat. Available from: https://www.nielsen.com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global%20 Health%20and%20Wellness%20Report%20-%20January%202015.pdf Last accessed: September 2016.

    ii http://www.usda.gov/wps/portal/usda/usdahome?contentidonly=true&contentid=2014/01/0008.xml

    iii Hartman Group 2016. As Snackification in Food Culture Becomes More Routine, Traditional Mealtimes Get Redefined. Available from: http://www.hartman-group.com/hartbeat/638/as-snackification-in-food-culture-becomes-more-rou- tine-traditional-mealtimes-get-redefined Last accessed: September 2016.

    iv http://www.chicagotribune

Click here to load reader

Embed Size (px)
Recommended