Cultured dairy’s versatility in form and function makes the category attractive to consumers
DairyReporter: What are some of the sustained consumer trends around cultured dairy? What’s new and what’s on the horizon?
Megan Patterson, Fonterra Americas Marketing Communication Manager: A sustained trend we’re seeing in the cultured dairy space is the need for higher protein content in products. Such high-protein products are coming to life in various formats. Post-pandemic behaviors showed the rise of on-the-go formats such as squeezable pouches, which have continued momentum. Yogurt in spoonable and drinkable forms is also making a comeback. Perhaps the greatest renaissance we’ve seen lately is the virality of cottage cheese.
DR: What are consumers looking for from active nutrition dairy products, from ingredients to formats? How has the ambient dairy market as well as the yogurt and drinking yogurt markets evolved with regards to this?
MP: Consumers want fast, on-the-go options for active nutrition dairy products. First and foremost, they’re looking for products that are high in protein and help with muscle recovery. In line with overall wellness trends, consumers demand added benefits such as immunity boosts, improved gut health, cognitive performance and sleep through ingredients like prebiotics and probiotics. It is crucial for active consumers to build (and maintain) strong bones. For that reason, calcium and phosphorus – the original dairy selling points of the ‘90s – have a newfound importance in active nutrition.
Ready-to-drink and ready-to-mix formats have exploded in popularity in the ambient dairy market. The highly successful ambient dairy brands promote active well-being and recovery benefits, oftentimes boasting high-protein “fast breakfast” options.
Yogurt and drinking yogurt suppliers are tapping into nostalgic, unique flavors to reach new consumers. They’re winning over consumers by evoking the flavors of childhood while still promoting bone health, gut health and overall well-being.
DR: How important is high…
..