# Specialized Milk Milk products have various health functions emphasized and enhanced. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 1, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/specialized-milk ## Key Figures - Trend score: 3.3/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 20 to Oct 21, 2017 - Published: Nov 1, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [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, Asia ## Themes within the Specialized Milk trend ### Specialized Milk The dairy industry is creating milk products with specialized health functions to compete with alternative milk products. ### High-protein Milk Brands are producing milk products with a higher protein content, to cater to consumers' increasing protein intake. ### Natural Milk Drinks Milk products made with natural and simple ingredients are becoming increasingly popular, offering an alternative to dairy-free products. ## What the Specialized Milk trend means for industry ### For 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 for Specialized Milk Trend score 3.3 out of 10, from popularity 46%, activity 46%, freshness 8%. - Popularity: 46% - Activity: 46% - Freshness: 8% ## Examples of the Specialized Milk trend 4 featured examples from Apr 20 to Oct 21, 2017. - [High-Protein Fat-Free Milks](https://www.trendhunter.com/trends/fatfree-milk): The Arla Protein Fat-Free Milk Has 30% More Protein Than Skim Milk (Category: Lifestyle) Implication: Dairy companies can explore developing high-protein milk variants to cater to consumers looking for healthier milk options. - [Detoxifying Protein Milks](https://www.trendhunter.com/trends/the-nue-co): The Nue Co's Milk Protein + Gut Food Beverages Boosts Immunity (Category: Lifestyle) Implication: Disruptive innovation opportunity: Explore new avenues within the health and wellness industry to create products that cater to the needs of health-conscious Millennials. - [Comforting Sweetened Milk Drinks](https://www.trendhunter.com/trends/the-farmers-cow): The Farmer’s Cow Honey Vanilla Milk is Limited-Edition (Category: Lifestyle) Implication: Opportunity for food and beverage companies to create dairy-free milk drinks with simple, natural ingredients. - [Milk Serum Beauty Shots](https://www.trendhunter.com/trends/milk-serum): This Anti-Aging Drink is Infused with Liquid Collagen Ingredients (Category: Lifestyle) Implication: Opportunity for beauty supplement companies to expand their product offerings to include convenient and effective liquid collagen shots. ## 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)