© Tetra Pak
Consumers remain overwhelmingly positive about the nutritional value of milk but feel that variety and convenience are not keeping pace with modern lifestyles, according to a new study commissioned and published by Tetra Pak.
Undertaken earlier this year, the research highlights the need for dairy companies to revitalise the relevance of milk among consumers of all ages, through the introduction of innovative products and a fresh approach to marketing and communication, the Switzerland-based company said.
Consumers regard milk as “nutritious”, “healthy”, “a good source of calcium” and “tasty”, but Tetra Pak added that producers needed to innovate and develop drinks that reflect changing lifestyles and expectations.
The findings were published in the packaging manufacturer’s eighth Dairy Index.
The report explores instances where dairy companies have successfully brought new drinks to market, identifying four global product trends: indulgent yet permissible treats; customised products that make milk easier to digest or provide added health benefits; drinks made for on-the-go consumption or snacking; and “pure” milk with organic or natural values.
In addition, the report reveals how new communication channels can be used to create successful marketing campaigns that raise awareness of the nutritional benefits of milk, whilst forging an emotional connection with people to drive consumption.
For several years, the food industry has reported rising demand for nutritious and convenient products, fuelled by a new generation of health-conscious consumers who are leading increasingly active lives.
Tetra Pak CEO and president Dennis Jönsson said: “The key to energising dairy in all geographies is to make people excited about drinking milk – creating new products and developing communication campaigns to show that it is convenient, pleasurable, a special treat even, and relevant to all.”
© FoodBev Media Ltd 2024