# Directed Dairy Milk packaging caters to consumers' specific use-cases. By [Joey Haar](https://www.trendhunter.com/joeyisa), Research Writer | Published Nov 1, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/directed-dairy ## Key Figures - Trend score: 5.1/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 10 to Jul 1, 2017 - Published: Nov 1, 2017 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Directed Dairy trend ### 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. ### 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. ### 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. ## What the Directed Dairy trend means for industry ### For 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 for Directed Dairy Trend score 5.1 out of 10, from popularity 66%, activity 80%, freshness 8%. - Popularity: 66% - Activity: 80% - Freshness: 8% ## Examples of the Directed Dairy trend 4 featured examples from Feb 10 to Jul 1, 2017. - [Pillow-Shaped Milk Packaging](https://www.trendhunter.com/trends/milk-package): This Conceptual Milk Package Presents a Soothing Bedtime Drink (Category: Lifestyle) Implication: The food and beverage industry can explore evening-inspired branding for their products. - [Clothing Size-Inspired Dairy Branding](https://www.trendhunter.com/trends/cartons-of-milk): The SML Milk Cartons of Milk Packaging is Textured (Category: Lifestyle) Implication: 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. - [Dunk-Encouraging Cookie Cups](https://www.trendhunter.com/trends/milk-mug): The 'Dunky Cup' Milk Mug Cup Has Space for a Drink and Desserts (Category: Art & Design) Implication: 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… - [Single-Serve Milk Bottles](https://www.trendhunter.com/trends/milk-in-glass-bottles): Rosa Brothers Packages Its Flavored Milk in Glass Bottles (Category: Lifestyle) Implication: Innovative packaging solutions for flavored milk can revolutionize the food and beverage industry by providing enhanced taste experiences and eco-friendly options. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)