Products in this space are targeting specific health concerns
Trend - Though yogurt is already perceived as a healthy snack option, the consumer perception of fitness today is less focused on permissible indulgence and more on functional wellness benefits. Creating and positioning yogurt products as specialized solutions or enhancements for particular health concerns accommodates the function-focused consumer.
Insight - Today's body-positive consumer is less interested in sugar-free or low-fat options than in the past. Especially post-pandemic, consumers are more interested in building better health in specific ways, such as sleep hygiene, improved cognitive abilities, or improved immunity. This is ultimately a result of the consumer's more holistic view of what it means to "live well."
Insight - Today's body-positive consumer is less interested in sugar-free or low-fat options than in the past. Especially post-pandemic, consumers are more interested in building better health in specific ways, such as sleep hygiene, improved cognitive abilities, or improved immunity. This is ultimately a result of the consumer's more holistic view of what it means to "live well."
Workshop Question - How does your ideal customer define wellness?
Trend Themes
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Functional Yogurt — Positioning yogurt products as specialized solutions or enhancements for particular health concerns accommodates the function-focused consumer.
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Clean Label Ingredients — Whey protein ingredients that enable clean-label yogurts and high-protein yogurt ingredients are an innovation opportunity for manufacturers.
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Digestive Health & Immunity — Consumers are more interested in building better health in specific ways, such as sleep hygiene, improved cognitive abilities, or improved immunity, offering brands unique opportunities to cater to the demand for functional wellness.
Industry Implications
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Dairy Industry — Dairy brands can explore innovating functional, gut-friendly, and probiotic- rich yogurt products to cater to consumers' evolving health and wellness preferences.
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Health and Wellness Industry — Functional yogurt products aimed at maintaining good health, cognitive abilities, improved sleep hygiene or immunity will disrupt the health and wellness industry.
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Child Nutrition Industry — Dairy brands could further expand and innovate their line of kid-friendly products with functional nutrition directives like vegetable-rich organic yogurt smoothies.
