Category
Lifestyle
Assisted Choices
Trend cluster
Category
Specialized
Milk
Milk products have various health functions emphasized and enhanced.
3.3
Trend score
Trend
What is the Specialized Milk trend?
Specialized Milk: The dairy industry is having to compete with the countless "alternative milk" products that are released on a regular basis, and it is doing so by formulating milk products that have a specialized focus. These focuses are normally health-related, and serve to distinguish milk-based beverages from their countless competitors. This emerging shift gives consumers more incentive to drink milk as part of a nutritious diet, while reframing the marketing ploys that imply that lactose-free beverages are the ultimate healthy choice.
Trend themes
Themes within the Specialized Milk trend
Three behaviours holding the trend together01
Specialized Milk
The dairy industry is creating milk products with specialized health functions to compete with alternative milk products.
02
High-protein Milk
Brands are producing milk products with a higher protein content, to cater to consumers' increasing protein intake.
03
Natural Milk Drinks
Milk products made with natural and simple ingredients are becoming increasingly popular, offering an alternative to dairy-free products.
Industry implications
What the Specialized Milk trend means for industry
Where the trend changes the playbookFor
Dairy Industry
The dairy industry can focus on creating more specialized milk products with added health features.
For
Food and Beverage Industry
The food and beverage industry can tap into the trend of creating high-protein milk products as a way to cater to health-conscious consumers.
For
Natural Products Industry
The natural products industry can take advantage of the trend towards natural milk drinks, creating products that are free from artificial ingredients and sweeteners.
Workshop question
How can your brand distinguish itself form emerging competitors by reframing the narrative those competitors have created?
Trend signals
Trend signals for Specialized Milk
Trend score 3.3 out of 10, from popularity 46%, activity 46%, freshness 8%.
Popularity46%
Activity46%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Specialized Milk trend
4 featured examples from Apr 20 to Oct 21, 2017CategoryLifestyle
High-Protein Fat-Free Milks
The Arla Protein Fat-Free Milk Has 30% More Protein Than Skim Milk
Dairy companies can explore developing high-protein milk variants to cater to consumers looking for healthier milk options.
CategoryLifestyle
Detoxifying Protein Milks
The Nue Co's Milk Protein + Gut Food Beverages Boosts Immunity
Disruptive innovation opportunity: Explore new avenues within the health and wellness industry to create products that cater to the needs of health-conscious Millennials.
CategoryLifestyle
Comforting Sweetened Milk Drinks
The Farmer’s Cow Honey Vanilla Milk is Limited-Edition
Opportunity for food and beverage companies to create dairy-free milk drinks with simple, natural ingredients.
CategoryLifestyle
Milk Serum Beauty Shots
This Anti-Aging Drink is Infused with Liquid Collagen Ingredients
Opportunity for beauty supplement companies to expand their product offerings to include convenient and effective liquid collagen shots.
