Category
Lifestyle
Assisted Choices
Trend cluster
Category
Directed
Dairy
Milk packaging caters to consumers' specific use-cases.
5.1
Trend score
Trend
What is the Directed Dairy trend?
Directed Dairy: Like any product, milk has common use-cases beyond simply drinking it; it's a common bedtime beverage, and many kids use it as a base for dunking cookies, to name a few. In recognition of the niche uses consumers apply to their milk consumption, brands have created packing that either references or aids in the specific uses and aspects of the product. Extrapolating this, brands that recognize the consumer behaviors surrounding their products stand to provide those consumers with a more thoroughly engaging and effective experience.
Trend themes
Themes within the Directed Dairy trend
Three behaviours holding the trend together01
Niche Milk Packaging
Brands recognize the niche uses consumers apply to milk consumption, and create packaging that references or aids in specific uses and aspects of the product.
02
Glass Packaging
Using glass packaging as a premium and sustainable material is a growing trend across food, beverages, and even the fashion and beauty industries.
03
Evening-Inspired Branding
Food and beverage brands are creating evening-inspired branding for everything from cereals to midnight snack bars and calming drinks, acknowledging consumers’ late-night snack rituals.
Industry implications
What the Directed Dairy trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Food and beverage brands are rethinking packaging designs to cater to specific consumer behaviors and create an engaging experience.
For
Sustainability
The trend of using premium, eco-friendly materials like glass for packaging is indicative of an industry-wide shift toward sustainability practices.
For
Marketing & Branding
Evening-inspired branding of products for late-night snack rituals is an example of how brands are looking to enhance consumer experiences beyond the product itself, through creative marketing and branding strategies.
Workshop question
Are there any unexpected ways in which consumers make use of your brand's offering? How can you leverage that consumer behavior?
Trend signals
Trend signals for Directed Dairy
Trend score 5.1 out of 10, from popularity 66%, activity 80%, freshness 8%.
Popularity66%
Activity80%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Directed Dairy trend
4 featured examples from Feb 10 to Jul 1, 2017CategoryLifestyle
Pillow-Shaped Milk Packaging
This Conceptual Milk Package Presents a Soothing Bedtime Drink
The food and beverage industry can explore evening-inspired branding for their products.
CategoryLifestyle
Clothing Size-Inspired Dairy Branding
The SML Milk Cartons of Milk Packaging is Textured
The dairy industry can experiment with unique and unconventional branding strategies to differentiate themselves in a crowded market and appeal to a wider range of consumers.
CategoryArt & Design
Dunk-Encouraging Cookie Cups
The 'Dunky Cup' Milk Mug Cup Has Space for a Drink and Desserts
The Dunky Cup is a game-changing product for the kitchenware industry to produce and market all-in-one ceramic-like yet durable mug-bowls that cater to the consumer's need for pra…
CategoryLifestyle
Single-Serve Milk Bottles
Rosa Brothers Packages Its Flavored Milk in Glass Bottles
Innovative packaging solutions for flavored milk can revolutionize the food and beverage industry by providing enhanced taste experiences and eco-friendly options.
