The differentiating flavour
In part four of our Driving Dairy series, we explore how new and exciting flavours are driving milk consumption globally
With more adults focussing on their health and wellness, it is not surprising that today’s consumers are increasingly conscious of what they eat and drink. This has given rise to a growing demand for fortified food and beverages, as seen in part three of the series.
However, taste is a defining factor for consumption in food and beverages. The dairy sector understands this and is leveraging it in their product offerings, including the liquid milk segment.
Giving milk a makeover
Milk has always been considered an essential part of a healthy diet, especially for children. The consumption patterns for adults, however, vary in different regions. With the growing popularity of alternative plant-based beverages, dairy companies have had to innovate to stay relevant for adult consumers. Milk is no longer only white and plain. Now, milk comes in exciting new flavours that appeal to all age groups.
Consumers today want more – more functional benefits, more health, more taste and more choice. They are open to experiencing new taste and flavours with 64% consumers wanting to experiment with milk and milk-based products. This has led to an unprecedented explosion of new flavours in the food and beverage market, including dairy products – be it ice cream, cheese, yoghurt or milk.
Beyond traditional flavours
Dairy has traditionally been associated with sweet flavour profiles but that is changing. Today, it is not uncommon to find savoury, spicy or blended flavours in the dairy aisle. However, flavours that evoke nostalgia are still popular and are making a comeback: 2020 saw a rise in adult consumers wanting to go back to their roots and revisit flavours and taste from their childhood. Recognising this trend, chocolate and cereal companies have launched new liquid milk variants based on their bestselling products – leading to a new category of indulgent flavours.
Customised offerings
Liquid milk is a staple that is consumed globally, making it an excellent vehicle for customisation on a micro level. The sheer range of flavours on offer showcase the ingenuity of dairy companies and their understanding of local markets – cotton candy in North America, cinnamon in Europe, peach in Japan, date in Middle East, rose in India, sapote in Latin America are just a few examples of the wide variety.
Seasonal and wellness flavours are other categories that have been gaining traction, as seen by the increase in holiday-themed flavours in dairy and the growing popularity of regional beverages such as golden milk.
Reinvented as healthy for all
Milk has in the recent years faced criticism for not being ideal for people having special dietary requirements with flavoured milk in particular coming under fire for its sugar content. Dairy manufactures have responded by exploring alternative ways of reducing sugar and eliminating lactose, and many of them now offer low-fat, low-sugar and lactose-free options, even in the flavoured milk segment.
Growth potential
Second only to plain milk as the most popular liquid dairy product, the flavoured milk industry is expected to grow at a rate of 5.23% over the next five years. Dairy producers can stay relevant in this space by continuing to innovate and add value to their product offerings. They can target a new market segment with our innovative Heat&Go packaging, offering the goodness of hot milk-based beverages outside of expensive coffee shops or serve up a range of both classic and new flavours in attractive combismile packs with eye-catching designs.
Don’t miss the fifth part of the Driving Dairy series where we'll explore how pack sizing and a brand’s commitment to sustainability are driving consumer decisions.
Want to know more about Heat&Go? Download the brochure here.
- April 07, 2021