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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
3
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
6
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
7
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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DuPont Nutrition & Health. It’s What’s Inside.
8
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